Question

Successful cases of product anthropomorphism in india

Answer 1

Brands are living beings; they breathe, feed, age, and sometimes vanish with time if not provided the care they need to flourish.



Brands are living beings; they breathe, feed, age, and sometimes vanish with time if not provided the care they need to flourish. What make a brand a living being is the customers; how they connect with the brand emotionally, and how they perceive and understand what it represents of values.

All of which that has been mentioned is part of the brand persona; marketers mainly decide how the brand should be represented – the human aspect of the brand which customers associate with and feel that it is a living creature which they can communicate with.

When a brand has persona, when it becomes human it triggers the perception of intentional action as well as being responsible for the action. In other words, customers might connect with the brand as they feel it represents them in a way however, any problems with the products or services or with the brand itself will be treated as a human problem with equivalent ramifications – which will be discussed thoroughly in other parts of the article.

The humanization process of brands is part of what can be termed as anthropomorphism of a brand, to make it human-like, giving it a face, enriching it with stories, and connecting with customers who has congruent characteristics with it.
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