Abstract
Sealy is one of luxury mattress brands in the global market that since 2013 strives to have a successful business in the Indonesia luxury mattress market. In Indonesia, Sealy competes directly with many top collection models from several other international mattress brands. To face the competition, Sealy needs brand personality. This research aims to identify Sealy's brand personality, which can be used as a guideline for the company when setting up its marketing communication plan. This research's methods are qualitative, and as desk research, the unit analysis are both product-related and non-product-related characteristics of Sealy that called drivers. This research constructs a category based on 42 traits, 15 facets, and 5 dimensions of Aaker’s brand personality framework to analyze Sealy's specific brand drivers. The result is that Sealy main personalities are leader and upper class from competence and sophistication dimensions.
Highlights
Ken Research reports in September 2017, that Indonesia mattress sales igure is very bright and will have annual double-digit growth for the 4 years, and it will cross USD 350 million in 2021
The objective of this research is to identify Sealy brand personality, which can be used as a guideline for the company when they set up their marketing communication plan
Aaker (1996, p. 150) elaborate 4 reasons why the marketers should use brand personality when they set up their marketing communication plan
Summary
Ken Research reports in September 2017, that Indonesia mattress sales igure is very bright and will have annual double-digit growth for the 4 years, and it will cross USD 350 million in 2021. Ken Research found out that the increase of consumer expenditure by the rising awareness among the people, and sound sleep quality are the main reason for them to increase the needs for luxury mattresses in the Indonesian market. According to their report at least 20% from 52 million people in middle income group plus the whole top income group are able to buy luxury things such as car, insurance, lifestyle gadgets, abroad holiday travel, and luxury mattresses. That makes up a total of more than 10 million people in Indonesia as potential customers of luxury mattress products
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