PART THREE:

Key components of brand identity.

Every brand has what Aaker (1997) describes as a brand personality. The framework describes five types of personalities including sincerity, excitement, competence, sophistication, and ruggedness as well as well as product categories which include symbolic, utilitarian, and symbolic and utilitarian. A brand in which who can be seen as down-to-earth, honest, and wholesome is the well-known brand Patagonia. It has a trustworthy atmosphere/feel to its brand due to its reputation of having fool proof walking and outdoors gear. Its logo is an illustrated mountain range with a sunset background this is true to its brand, its logo is Abstract and symbolic marks, the use of a mountain rage creates a clear thought process for consumers to what that brand is about and the products available as it sparks thoughts of nature as well as the logo being abstract and symbolic is can be described as holding a badge marks due to the name of the brand being within the logo (Slade-Brooking, 2016).the font used is San serif due the San serif font usually being more flowing and smoother this visually suites Patagonia’s brand identity of being a modern, stylish, fresh outdoor wear brand. Patagonia’s characteristics can be seen to fit multiple of Aaker’s (1997) brand personalities as they have sections of the brand which attract different consumers.