Define Kellogg’s brand personality According to Keller (1993 p. 3), brand personality is the set of human characteristics a brand possesses in a given market. Brand personality refers to a description of how a brand represents or expresses itself. The symbolic use of a brand is possible because consumers tend to associate brands with certain human personality traits (Keller 1993, p. 4). In its simple definition, brand personality is a description of how a brand ‘behaves’ and ‘speaks’ in a market. To develop a brand personality, marketers have to assign their brands some human personality traits or characteristics to achieve brand uniqueness. Discuss Kellogg’s brand and product personality Kellogg’s uses a brand personality that motivates its customers. It encourages consumers to ensure their children take breakfast before going to school. In this way, it has associated the brand with certain human personalities. First, the brand will is associated with good health, quality of life, and children’s ability to learn. Secondly, by sponsoring breakfast clubs in the UK, the public will associate the brand with value, care for the children, and uniqueness (Martins 2000, p. 36). This makes the brand look unique in the eyes of the consumers. Besides, the brand triggers human emotions that make the customers recognize its uniqueness. By supporting and sponsoring breakfast clubs in the country, Kellogg’s will become a brand associated with comprehensiveness according to the opinion of customers. The brand creates a personality that generates its emotional character within the minds of the customers. Define communication concept Communication concept involves a marketing strategy in which customers are encouraged to test the brand and have a first-hand experience, which in turn creates an image of the brand in their minds. The experience emphasizes the brand image and core message to the target customers. The customers then develop a different perception of the band, where they associate the brand with a certain experience and uniqueness. Discuss Kellogg’s campaign Kellogg’s campaign aims at making the customers gain an experience with the brand before purchasing. The campaign creates a direct relationship between the public and the brand. By sponsoring breakfast clubs in schools, Kellogg’s provides the customers with a first-hand experience. Secondly, by sponsoring breakfast clubs, the brand communicates itself as a part of society and a product that is friendly to the children and society. It attempts to communicate itself by creating a public feeling that the brand is out to improve children’s health and future. In turn, this persuades the customers to take the company’s flakes brands as a way of supporting their community. How does Kellogg’s influence consumer socialization and how will it succeed in persuading the parents to teach their children that Kellogg’s is a must in their breakfast meal? By definition, consumer socialization refers to a process through which marketers instill some knowledge, skills as well as attitudes to young people. These skills, knowledge, and attitudes must be relevant to the young people’s functioning in the market (John1999, p. 184). Marketers use this strategy to create brand