Brand Personality is comprised of human characteristics attributed to a company and its products. Companies develop their brand personalities to match the core attributes of their perceived target market. There are five main types of brand personalities:
Excitement, which reflects traits such as carefree, spirited and youthful. A technology that targets younger generations might use these traits.
Sincerity, meaning genuine, kind, family-oriented and thoughtful. The tire company whose product makes a car safe might position themselves as sincere.
Ruggedness, as in rough, tough, outdoorsy or athletic. Many apparels and sporting-goods companies want to embody these traits.
Competence, meaning successful, accomplished, influential, leader. An insurance company may strive to establish itself as the rock consumers can count on.
Sophistication, which encompasses prestige and elegance. This is the brand identity of many luxury products, including clothing, jewelry, fine food or drinks.
Sample Solution
Initiative (BRI) is an infrastructure concept, consisting of overland routes travelling through Central Asia and the Middle East to Europe and sea lanes of communications (SLOCs) connecting China to Europe and Africa (map p.3). Besides the construction of physical infrastructure, which is largely financed by China, the BRI aims to enhance cooperation in trade and the financial sector as well as people-to-people exchanges (Alon, Zhang & Lattemann, 2018, p.2). Once realised, it could connect 70% of the global population, reach 75% of the known energy resources and encompass 55% of the worldâs Gross National Product (Yang et al., 2018, p.56). China uses an inclusive language to promote the BRI and emphasises the benefits for participating countries (Alon et al., 2018, p.7). Despite Chinaâs of âwin-winâ diplomacy (Lubina, 2017, p. 21), this paper argues that the BRI is a tool to maximise Chinaâs power to safeguard its survival and steady rise, which Beijing believes are threatened by the United States (Scobell & Nathan, 2012). Washington is alleged to seek the alteration of the Chinese political system and containment of Chinaâs economic and military capacities (Sauders, 2014, p. 148), illustrated by the U.S. âpivot to Asiaâ (Sutter, 2014, pp.99-100; Ross, 2012). It was perceived as subverting Beijingâs efforts to strengthen its regional position (Sun, 2013) and it revived fears of encirclement in China (Lubina, 2017, p.86; Scobell & Nathan, 2012). The soundest strategy to guarantee survival according to offensive realism is to possess an overwhelming amount of power (Mearsheimer, 2006, p. 72). Hence, to ensure its wellbeing, China needs to accumulate as much power as possible. Consequentially, ending U.S. hegemony, so that Washington is no longer able to threaten Chinaâs position and contain its rise. This paper analyses how the Belt and Road Initiative (BRI) guarantees Chinaâs survival. This paper is structured as follows: firstly, the sources are assessed, before outlining the theory of offensive realism and applying it to the BRI, analysing how the BRI secures the survival of the Chinese state. Moreover, the implications on the international system are discussed. After a brief summary, the analysis is assessed. 2 Assessment of Sources An abundant amount of literature exists on China and the BRI. Following literature was particularly useful: Phillip Saundersâ and Robert Sutterâs chapters in the book>
Initiative (BRI) is an infrastructure concept, consisting of overland routes travelling through Central Asia and the Middle East to Europe and sea lanes of communications (SLOCs) connecting China to Europe and Africa (map p.3). Besides the construction of physical infrastructure, which is largely financed by China, the BRI aims to enhance cooperation in trade and the financial sector as well as people-to-people exchanges (Alon, Zhang & Lattemann, 2018, p.2). Once realised, it could connect 70% of the global population, reach 75% of the known energy resources and encompass 55% of the worldâs Gross National Product (Yang et al., 2018, p.56). China uses an inclusive language to promote the BRI and emphasises the benefits for participating countries (Alon et al., 2018, p.7). Despite Chinaâs of âwin-winâ diplomacy (Lubina, 2017, p. 21), this paper argues that the BRI is a tool to maximise Chinaâs power to safeguard its survival and steady rise, which Beijing believes are threatened by the United States (Scobell & Nathan, 2012). Washington is alleged to seek the alteration of the Chinese political system and containment of Chinaâs economic and military capacities (Sauders, 2014, p. 148), illustrated by the U.S. âpivot to Asiaâ (Sutter, 2014, pp.99-100; Ross, 2012). It was perceived as subverting Beijingâs efforts to strengthen its regional position (Sun, 2013) and it revived fears of encirclement in China (Lubina, 2017, p.86; Scobell & Nathan, 2012). The soundest strategy to guarantee survival according to offensive realism is to possess an overwhelming amount of power (Mearsheimer, 2006, p. 72). Hence, to ensure its wellbeing, China needs to accumulate as much power as possible. Consequentially, ending U.S. hegemony, so that Washington is no longer able to threaten Chinaâs position and contain its rise. This paper analyses how the Belt and Road Initiative (BRI) guarantees Chinaâs survival. This paper is structured as follows: firstly, the sources are assessed, before outlining the theory of offensive realism and applying it to the BRI, analysing how the BRI secures the survival of the Chinese state. Moreover, the implications on the international system are discussed. After a brief summary, the analysis is assessed. 2 Assessment of Sources An abundant amount of literature exists on China and the BRI. Following literature was particularly useful: Phillip Saundersâ and Robert Sutterâs chapters in the book>
