BRAND PERSONALITY OF PUBLIC HOUSING IN SINGAPORE

Abstract

Brand personality is the set of human characteristics associated with a brand (Aaker, 1997). This is the perspective that the researcher is exploring, for a better understanding of the abstract nature of brand image of public housing in Singapore. In this study, the brand personality traits developed by Aaker (1997) will be used to determine the brand personality of public housing in Singapore. The objectives are two fold. I he first is to determine the brand personality of Jurong East, Pasir Ris and Sengkang. which are built in the different time period, in the 1980s, early 1990s and late 1990s respectively. The extent the personalities differ will then be determined. The three new towns have distinctive personalities but also shared certain similarities Personified, Jurong East is a family-oriented man, one who is warm and hardworking. He is not perceived as outstanding or expressive, but a rather quiet man. Pasir Ris personalities are somewhat different. He is charismatic and sporty. Sengkang distinct personality is that he is young, but not attractive, pleasant, professional and vibrant. Pasir Ris is perceived as a more exciting person than Jurong East. Jurong East and Sengkang are warm. However, Jurong East is more hardworking than Sengakang. Pasir Ris and Sengkang are dependable people. Pasir Ris is perceived as classier than the other two towns. All three towns are not a rugged person. In terms of uniqueness, Pasir Ris is most unique, followed by Sengkang and then Jurong East.