Question

1) why do companies anthropomorphize their products or brands?

2) what potential damages does product anthropomorphism have?

Answer 1

Let us understand what is anthropomorphize?

Anthropomorphize is the attribution or feature of human characteristics, emotions and behaviours to animal or other non-human things likd objects, plants and supernatural beings. Example like Simba from the movie The Lion King, Nemo and Dory in Finding Nemo.

Ans 1: For every companies brands are living beings, they breathe, feed, age and sometimes vanish with time, if not provided the care they need to thrive. Who make brands alive is the customers, they will connect with th beand emotionally, they perceive and understand what it represents values.

Reason for companies anthropomorphize their products or brands:

• Companies have relationship with their brands, they will treat like brands are living entities as part of them.
• Anthropomorphize helps to Humans that will put them in contact and constant communication on an emotional with the brand.
• Anthropomorphize helps humans to make purchase of the product by prefer on brands, their stories and the concepts which go byond the price or need that make them to purchase.
• Brands also communicate with customers with the help of anthropomorphize process of metaphors which give understanding of a brand by adding features like stories, imagery, music and other representative components.
• As simple brands do not live in their own world, they must compete with other brand in the market. Brands has to compete with other brands by its feature like colour, location, qualities, specific typ of melody etc.

Ans 2: Potential damages does product anthropomorphism have

• While Anthropomorphic positioning brand in customer mind, if something goes wrong, brand is more responsible for damages.
• Brand positioned with anthropomorphic features if fails to maintain feature specified it will receive negative publicity caused by their product wrongdoing.
• Always people have tendency to speak about others wrongdoing so people will spread wrong things about brand rather than good things
• Directly business entity is responsible for negative behaviour.