Anthropomorphism in Branding: Forming Interpersonal Bonds with Land Rover

There is much discussion about the manner in which individuals relate to other brands and the degree with which the relationship resembles that of an interpersonal nature.  According to Susan Fournier in her article “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” there are several criteria that define the existence of an interpersonal like relationship with a brand, the first being that the brand must act as an active member of the relationship in a reciprocal manner.  The theory of impression formation states that individuals translate observed behaviors in trait language and these traits then provide a basis for the evaluation of this individual.  Fournier applies this concept of impression formation and believes that consumers interpret marketing actions of the brand as the basis for forming an impression of the brand, and essentially considers the brand as an acting human being.  This similarity between relationships with a brand being akin to that of one with another person can be seen through my relationship with the brand Land Rover.  Through the advertisements that Land Rover has made visible to me on a continuous basis over the years, I have seen that the brand prides itself on the values of being adventurous and unconventional, while retaining a sense of timeless sophistication.  By viewing these images I have over time formed the impression that Land Rover has the personality of being a refined and adventurous individual due to my exposure to these marketing tactics, and through the process of impression formation I have assigned this personality to the brand. 

The concept of humans having a tendency to anthropomorphize brands is further elaborated on in Jing Wan and Pankaj Aggarwal’s article “Befriending Mr. Clean.”  The authors of this article state that brands must be viewed as humans in order for consumers to form relationships with them and that there are three variables that determine how readily a consumer will anthropomorphize the brand.  One of these variables is called effectance motivation, and it is stated that individuals who are high in a need for control and closure who are exposed to a high risk situation often assign human traits to inanimate objects as a means of making sense of the world.  Wan and Aggarwal further state that this type of relationship between the consumer and the brand can be conceptualized as that of the consumer acting as the master and the brand being treated as a servant for the consumer.  This type of relationship is evident between Land Rover and myself.  When choosing to drive this car I would often utilize its features for a difficult drive such as in stormy weather due to my knowledge of the vehicle’s capabilities.  The theory from the article would state that due to my personality of having a need for control and closure I will assign human traits to my car as a means of making myself feel more in control.  While it is possible to treat another human being almost as though they are a slave, the fact that I have knowledge that the brand is incapable of feeling or thought increases my propensity to engage in a servant-like relationship with this brand.  In other words, despite assigning human traits to the vehicle, there is still an underlying awareness that the car will ask for nothing in return from me and will not be offended if I treat the car as a means to an end when confronted with a risky situation.  Whereas when I form a relationship with another person, I would be uncomfortable treating them as though they are purely functional as I am aware that they have feelings, and would not want to offend them.  This ease of treating the product as a slave is one limitation in my opinion that differentiates how the relationship with a brand is not identical to that of one with another human being.

An alternative more simplified manner in conceptualizing how people relate to brands is considered in a chapter from “The Human Brand: How We Relate to People, Products, and Companies” by Chris Malone Susan Fiske.  Unlike Fournier’s approach, which took into account many variables such as the consumer’s history and unique relationship with the brand, the warmth and competence approach contends that a consumer’s relationship with a brand can be described based upon the degree of good intention (warmth) and ability (competence) that is perceived by the consumer about the brand.  According to this model, my perception that the Land Rover brand is warm is based upon my belief that the brand is trustworthy, as evidenced by its being manufactured since the 1940s, and high in competence, as proven by its ability to navigate safely through inclement weather, both without sacrificing sophistication, fine materials or design.  This framework would state that this combination of warmth and competence means that my relationship with the Land Rover brand is characterized as one of admiration.  It should be noted, however that while I evaluate the Land Rover brand as warm, this degree of good intention is only slightly above the brand being low in warmth due to the premium price tag of the products as well as the sense of exclusivity upon entering the car dealership.  This is a common trait regarding luxury products, as there is a sense of prestige that makes the brand aspirational or a desire to become a part of this group.  Despite the level of warmth being offset by this luxury product class, I still perceive the brand overall as warm and therefore the warmth and competence model is accurate in explaining my relationship with Land Rover.  While being capable of describing my relationship with the brand Land Rover in a similar way to which I relate to other people, the warmth and competence model does not capture some of the nuances that are representative of a relationship with another person.

One aspect of relationships with brands that Fournier addresses, which is not covered by the more simplistic warmth and competence model, is the ability for an individual to derive their self-concept through their relationship with a brand, much like how a person develops their personality through the relationships developed with others.  My relationship with Land Rover is similar to a relationship with another person as the brand has provided meaning in my life in the form of helping me to resolve the life theme of proving that it is possible to do something you are passionate about without compromising on certain luxuries in life.  According to Fournier, this is especially pertinent to me because I am currently in a role-changing phase of my life in which I am changing from a career I was not satisfied with to one I am more passionate about.  This type of relationship can be seen through the fact that the values and properties of Land Rover’s products are consistent with what I aspire to achieve.  In other words, due to Land Rover promoting itself as being capable of taking a consumer off-road to adventures in a vehicle that boasts a luxurious stylish design, consuming this product is akin to having a relationship with another that inspires me to believe that it is possible to not be required to sacrifice material possessions in pursuit of my passion.  This concept of developing self-meaning through a relationship with a brand is further developed in the article “Brand Relationships and Self-Identity.”  Jennifer Edson Escalas and James Bettman contend that brands can be thought of as more meaningful to the consumer than merely the functional benefits that the product provides.  This could further be thought of as me using the Land Rover product as a prop to convey to the world that my self-image is aligned with the values that Land Rover promotes, meaning that I am capable of being financially successful without compromising on following my passion and not being afraid to stray from the path of conventionality.  This is much like how the relationship a person has with another human being has the power to convey something about your own self-concept to the rest of the world.

References

Edson, J., & Bettman, J. (2015). Brand Relationships and Self Identity: Consumer Use of             Celebrity meaning to repair a compromised identity. In S. Fournier, M. Breazeale & J. Avery (Eds.), 81-94 In: Strong Brands, Strong Relationships (81-94). Routledge Press.

Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24, 343-373.

Malone, C., and Fiske, S. (2013). The Human Brand. How we relate to people, products, and companies. (19-38). Josey Boss, A Wiley Brand Press.

Wang, J., & Aggarwal, P. (2015). Befriending Mr Clean: The Role of anthropomorphism in consumer brand relationships. In S. Fournier, M. Breazeale & J. Avery (Eds.), Strong Brands, Strong Relationships (119-134). Routledge Press.