The type of brand this company represents is a ‘personality brand’ they have set of human characteristics associated with the brand. They link personality traits and emotions to themselves to determine what their consumer outcome is. This is done by targeting gender, age, class, race and moral values of the consumer through icons and celebrity’s
In particular Sainsbury’s use their image of Jamie Oliver to define their brand, his uninitiated look, middle class status, views on healthier food for children and being a family oriented man all reflects on the brand image of Sainsbury’s.
This makes them distinctive from other rival companies as they have someone who is constantly in the media spotlight, campaigning for a better way of life, which serves as a powerful relationship devise between the company and the public, which other rivals just don’t have.
3 Example elements:
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