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As humans we all have our own unique personalities, which encompass our characteristics, traits, behaviors, and thoughts. These things are what make us who we are, and we hold them very dear to our hearts. When we meet people with similar personalities, we tend to be interested in them and enjoy spending tie with them. Brands have the same thing, their own personality which shows their tone of voice, core values, and beliefs. Customers love to relate to brands that have similar personalities to them. By giving human characteristics to a company, brand personalities build trust, reliability, customer loyalty, and brand differentiation in the market. American scientist Jennifer Aaker believes that there are 5 distinct Brand Personality Dimensions: Sincerity, Excitement, Competence, Sophistication, Ruggedness.   Sincerity: These are brands that show that a brand is caring, supportive, wholesome, and trustworthy. An example of this would be Pantene because they have a Brand Personality that is clean and pure. Excitement: These are brands that show that a brand is daring and energetic. An example of this would be a brand like GoPro because their Brand Personality is adventurous and extreme. Competence: These brands show that they are smart, reliable, and trustworthy. An example of this would be a brand like apple because their Brand Personality is intelligent and innovative. Sophistication: These brands show that they are upscale, romantic, and successful. An example of this would be a brand like Chanel because they embody luxury and charming. Ruggedness: These brands show that they are strong and outdoorsy. An example of this would be a brand like North Face because they show that their Brand Personality is strong and adventurous.   Brands really need to create a strong brand personality that matches with their target audience. This will create more conversions, and it will create a strong sense of loyalty. People express themselves in part by the brands that they buy, especially when the brand is socially visible. So, creating a strong connection through brand personality will bring an overall positive performance to your company.

Brand Loyalty is one of the most important and powerful things any company or brand in the world can have. Having brand loyalty allows brands to create a sense of community between customers, which creates many avenues that a company can take to improve revenue. All the top companies have strong brand loyalty like: Samsung, Apple, and Toyota. This can lead to repeated customers who are able to create consistent revenue and cost-free marketing which would be word-to-mouth. It can also build trust which can lead to the loyal customers leaving feedback which allows the company to improve. It is important to create that brand loyalty, but it is just as important to maintain it. Here are a couple ways that can be used to maintain Brand Loyalty:   Consistent Quality: Delivering consistent quality creates a sense of trust in the customer, where they know exactly what they are going to get which makes them more comfortable when making a purchase. Personalized Experience: Creating a personal space for the customer is very important to make them feel comfortable with the website. This can be achieved by recommending items they might like or sending out celebration, milestone messages for things like birthdays for example. Great Customer Service: One of the things customers appreciate more than anything, is having helpful and kind customer service. Many times, products can get lost or broken in delivery and it is important to be helpful to the customer and make sure they don’t remember the brand with a sour taste in their mouth. Negative customer experiences can lead to bad reviews, harmful word-of-mouth chatter, and a tarnished brand perception that spreads like wildfire through social media.  Communication: Sending out emails and messages to customer allows them to stay in the loop with new products, collections, policies, or news. This can be done through newsletters to anyone that signs up for them or to past customers that may be interested. Newsletter emails are very popular, and they often highlight new products and services. Reward Loyalty: Many brands like Chic-fil-a and Starbucks use reward programs were if they create an account with the brand where they can get discounts or get early access to products. This makes customers excited to buy from your brand to earn rewards and keep a positive mindset about the company.   Having brand loyalty is very important, but maintaining is just as important. At the end of the day the most important part is to make sure the customer has a positive experience. Maintaining strong brand loyalty will end in increased revenue and positive brand resonance.

Post purchase dissonance, which is also known as buyer's remorse, is a feeling that occurs when consumers experience regret after making a purchase. This dissonance comes from colliding feelings about the decision, which can lead to dissatisfaction. Understanding the causes of this feeling can help companies create strategies to limit post purchase dissonance for to enhance customer satisfaction and loyalty a reducing post-purchase dissonance can also  brand loyalty. Causes of Post Purchase Dissonance There are various factors that contribute to post purchase dissonance. First, the fear of having made a wrong decision plays a significant role. Customers can sometimes doubt the value or necessity of their purchase. For example, if a person sees a product online that seems very cool and useful at the moment, they will probably buy it. But if when they receive it can be underwhelming which leads them to question whether they spent their money wisely. Second, the influence of social pressure and comparison can lead to dissonance. Seeing others with different products and hearing different opinions about the purchase can make customers feel insecure about their choice. This can happen when there are various popular brands that sell the same type of product, like the Xbox and the PlayStation. If a kid buys a PlayStation and all his friends get an Xbox, he could feel post purchase dissonance because everyone else made a different decision. Third, high expectations can result in disappointment. If a product fails to meet the anticipated standards, the customers could experience regret. This happens a lot when buying clothes online, people are excited when they buy it but when they get it can look and fit differently that what they thought. To reduce post purchase dissonance, businesses can use several strategies: 1. Provide Accurate Information Offering accurate information about the product can helps customers make more informed decisions, leading them to be happier when they receive their product. Detailed descriptions and specifications, help to setting realistic expectations for customers. For example, when someone is buying a purse or bag it is important to see the specifications of the product to know the exact size of it and be able to make a knowledgeable decision. 2. Follow Up After Purchase Engaging with customers post-purchase shows that the business cares about their satisfaction. Companies can send follow-up emails and solicit feedback, which can reinforce their decision and reduce dissonance. When a company send follow emails it can make the consumer feel more connected to the brand and could possibly create future purchases. 3. Highlight Social Proof Showing reviews and endorsements from satisfied customers builds trust. Positive experiences from other customers can validate the purchase and reduce doubts. Reviews , whether positive or negative, provide a direct line to your customers' thoughts and experiences with your products. For example, when buying clothes, reviews are a very useful tool b ecause they can show experiences from other customers like how the clothes fit or how it looks.   Post purchase dissonance is a common obstacle for businesses, but with efficient strategies, it can be managed. By providing clear information, excellent customer support, follow-up engagement and social proof, businesses can limit dissonance and create a positive purchasing experience. Ultimately, reducing post purchase dissonance leads to high customer sati sfaction, loyalty, and long-term success for all companies.

Companies always want to grow, but sometimes they change their values and end up being hypocritical. For example, a lot of companies usually use social issues to try to get a positive view from the public.   Reformation is a clothing company that is focused on making sustainable fashion. Reformation has been growing and getting a lot of buzz online since they announced that they are going to start making male clothing. Now that they are making double the amount of clothing there were some rumors that they might stop being one hundred percent sustainable, but they announced that they are staying true to their values.   Customers really appreciate sincerity and transparency from companies, because they don’t like to be fooled or misguided. It is important to express your values as a brand and stay true to them, so this way you can build a strong community for your brand.

Working in an advertising agency brings a lot of metrics and data that need to be understood and analyzed. I work with many beverage companies and alcoholic drink companies, like Pellegrino, Bacardi, Perrier, and Santa Teresa. There are specific metrics that are useful for different jobs and careers. In my work, I use market share and awareness. Awareness is important to implement because since I work in advertising, I make sure that people are aware of products so they can possibly purchase. With brand events, we make sure that the public is aware of the product and is able to relate a good positive experience with the product. Market share is important in my job because we need to check how products are performing in each specific of their markets. For example, when Santa Teresa Rum released their limited edition bottle, I needed to check with local stores to see how the product was selling compared to the competition. There is so much data that can be gathered in the world, and depending on every career area or job, this data can change. Metrics are a really interesting area that can be so useful when working.

Brands are always trying to stand out and make a name for themselves, but sometimes brands try to associate with other brands to achieve this. When brands are starting to get some popularity, they will associate with a bigger and more well-known brand. Collaborating companies don’t have to be alike in any way, just creative and willing. There are plenty of examples in sports that have made some brands build a very positive image. Castore: Castore is a sportswear and athletic clothing brand from the UK that was founded in 2015. It is a really new brand but it has gotten a lot of traction from they’re partnerships with popular soccer teams like Aston Villa in England, Bayer Leverkusen in Germany, and Sevilla in Spain. Associating themselves with very historic and popular teams has given the brand an international popularity in a short amount of time. Malbon: Malbon is a Korean golf company that was founded in 2017. Now in 2025, Malbon is a very desirable brand in the golf clothing world. In all those years, the brand has been able to collaborate with other brands like: Coca-Cola, New Balance, Budweiser, Taylor Made, Adidas, the Los Angeles Rams, and many more. These partnerships have made Malbon into a very desirable brand that keeps growing rapidly. Red Bull: Red Bull is one of the most known brands in the world, but it wasn’t always this way. During their rise in the 2010’s, Red Bull began to collaborate with Go Pro and sponsoring all their events. From this, Red Bull gained a lot of popularity which allowed them to start investing into sports and partner with teams in Formula 1, Bundesliga, MLS, and German Ice Hockey.

The dream of any company is to create a loyal base of customers that will have your back. As technology has improved and changed the way we interact with the world, many companies stayed back since they didn’t have strong brand loyalty and community. One of this companies was Blockbuster, that during the start of the new streaming era they did not innovate, and thought that they would have a strong brand resonance and stay in business. When it comes to brand resonance companies achieve strong loyalty, attachment, community, and engagement. People clearly didn’t feel any loyalty or attachment for Block buster because once new streaming services like Netflix came out, Blockbuster customers didn’t hesitate change to the other side. They might’ve had a community but it was very small because the majority of people were moving to Hulu and Netflix and people just had to use the most efficient services provided to them. And finally, their very low engagement which kept decreasing every year, was the reason they had to go out of business. Many companies like Nike or Apple have created a strong brand resonance with the world, and an important reason for this was the way the companies were able to adapt every time the market forced ask for it. At the end of the day, Blockbuster could’ve made their own service or deal where they could stream movies but they didn’t and their brand resonance wasn’t as strong as they believed it to be.

In marketing, our goal is to get people to consume our product. It doesn’t matter if its food, clothes, or anything else. But what do we do after they consume, what can we do with that information. An important thing to calculate is Volume, Value, and Equivalized Volume.   Volume: Volume is calculated by comparing how many units were sold between two separate timelines. For example, if a store that sells domino chips, sold 1,000 units last year and 2,000 last year than their volume increased. This can help companies see how their products are performing in their stores as well as in other distributors.   Value: Value is calculated by comparing the amount of money made from a product. For example, if the same company that sells domino chips, sells them at 50$ but last year they sold the at 55$. They would have made 55,000$ last year and 100,000$ this year. This can help companies make decisions on if prices should increase, decrease, or stay the same depending on how different products perform.   Equivalized Volume: Equivalized Volume is calculated when there is a product that has several versions of itself. For example, eggs are sold in various sizes like 6 eggs, 12, eggs or 18 eggs. Finding the Equivalized Volume allows a business to see how their eggs are selling and how each different size is preforming compared to the others.   All these aspects are important by themselves, but they are just as important when they are used together. Volume, Value, and Equivalized Volume can help businesses make the best possible decisions with real life numbers of their products sales, and they can influence changes in prices and changes in production for specific items.

As the year goes by different companies grow and other go down in value. This can all happen because of decision made within the company like acquisitions or it can also happen because of external circumstances that cannot be controlled.   In 2023 there were many companies that grew in the market for various different reasons. The first company is Microsoft, which is worth 3.16 trillion dollars. The reason for their strong growth of 14 percent was their acquisition of Open AI and Activision Blizzard. This shows that it is always important to try to work on new things and to be aware of the landscape of your company.   Another company that had a large growth in 2023 was Nike with a growth of 7 percent. This growth happened because of their commitment to women’s participation in sport. They began to work with the Tucker Center for Research on Girls and Women in Sport to launch Coaching HER, a digital coaching resource to combat gender biases and stereotypes. The also signed a lot of top female athletes to Nike exclusive deals which helped them a lot. This shows to be able to reach your target audience and to try to include everyone that you can.   In general business can be a very tough area of work, but many times we have to be able to come up with solutions and innovate to bring companies up. Nike and Microsoft were able to do that in 2023 and will have to keep working every year to do better than the year before.

When working in a business, it is sometimes difficult to find new clients and traction. People a lot of times don’t know how to reach new audiences and they then struggle in their work. One of the best solutions for this problem, is Paid Search or in other words Pay-Per-Click (PPC).   Paid Search consists of setting up adds that are targeted by keywords. This is done on programs like Google Ads, where you can set up plenty of keywords depending on your product and create traction and conversion for your site. Picking the right keywords helps you to target the right audience. This, in turn, leads to higher click-through rates. For example, if I work at a shoe store that is struggling to get new customers online, but are releasing a new running shoe I would be able to use Paid Search to improve sales. I would set up keywords like “running”, “sport shoes”, “training shoes”, and many more. When I set these keywords the people that are actively searching for these keywords will be shown my add and can easily access my store.   Each keyword has a bid that you make which ends up being your Cost Per Click (CPC). This means that every time someone clicks on your link because of a specific keyword, you will be charged that bid. These bids are usually around $0.50 to $2.50. Paid search is very useful system that allows you to reach your target audiences in a more efficient way. It helps you gain traction for your site and make way more sales. With that said it is also important to understand your market and your audience so you can succeed and not have a bad campaign.

In marketing research, we work with data all the time. It is important not just to get the data but to understand it and to be able to apply it to your research. When looking at data, you will run into data points and data insights.   Data Points are individual pieces of information, inside a large data set. An example of this would be a singular purchase of a product.   Data Insights are patterns and trends that can be reached to from analyzing a group of data points. Insights are focused explanations of opportunities, based on other user research and business context.   A real-world example would be that a purchase of a button-down shirt on the Ralph Lauren website would be a data point. And the data set would be what are the other items that people purchase with the button-down shirt.   Understanding data could be more important than actually obtaining the data itself, so it is important to understand it to excel in marketing research.

There are many aspects when conducting efficient and complete marketing research. Marketing research is a process that allows you to collect information about customers and competitors in the market. But one finally conducts their research it is important to know how to analyze data in the most effective way possible. Here are three helpful aspects of Data Analysis:   Relationship Analysis: This pretty much means that you are trying to figure out if there is a relationship between two variables. What goes with what or how does this happen. This can be involved with different demographics or situations going on in the world or your market.   Variable Type: When asking questions, you need to understand what type of question you are asking. A categorical or metric question. Categorical questions try to find patterns between two variables and Metric questions try to find a relationship between variables. An example of a categorical question would be, “have you ever had lays chips?” and an example of a metric question would be, “on a scale from 1-7 how much do you like lays chips”.   Chi Square Test: This test examines two categorical variables in a cross-tabulation table to determine if the variables have a significant relationship.   Getting data is only half of the job, being able to analyze and understand the data is the other half. If you can’t analyze the data and get answers for the questions being asked by your brand then it makes it worthless. Next time you conduct marketing research make sure to try these steps and improve the efficiency of your work.