Brand values
There are two ways to define the brand value. There is the value of the brand on the balance sheet which has key importance to the owners of the brand. However, more importantly, there is the perceived value of a brand by its consumer (Slade-Booking, 2016).
Brand personalities
Brand personalities are human characteristics that the consumer associates with a brand (Aaker 1997). There is the brand personality framework by Aaker (1997). This framework helps you identify the brand personality more easily than before.
Defining the brand principles of Patagonia
Brand values
The main values of Patagonia are :
Durability. Creating the best product, functional with the best quality which can be repaired for free either than being put into the bin. Eco-responsibility. They give 1% of their sales to the preservation and restoration of the natural environment. In one way, if the customer buys a Patagonia jacket you give money to the planet. However, Patagonia wants the customer to buy their jacket only if he needs it (Patagonia, 2021).
Brand Personalities
Regarding the brand personality framework of Aaker (1997). The main personalities of Patagonia are:
Sincerity. Even on their website, they say that they are trying to do their best but they precise honestly that they know it’s not enough. Competence and outdoorsy are also main personnalities of Patagonia because the brand offers the best quality product. Customer can rely on them and get their jacket repaired for free whenever he wants (Patagonia, 2021)
G. Vanbosterhaut
References
Aaker (1997). Dimension of Brand Personality. Stanford, Ca, Graduate School of Business, Stanford University.
Patagonia (2021). Patagonia Outdoor Clothing & Gear. [online] Available at https://www.patagonia.com/core-values/ [Accessed 25 May 2022]
Slade-Brooking (2016). Creating a Brand Identity.