Berkshire Hathaway, does that ring a bell? No? How about Warren Buffett? come on, everyone knows the famous investor and philanthropist! some of his major qualities include wealthiness and success. The famous investor, Buffett, is the owner of a widely successful investment company, Berkshire Hathaway, whom has been converted into a consumer brand.
Although it is true that Berkshire Hathaway is a large investment firm represented by large companies such as IBM, Coca-Cola, Wal-Mart, and Gillette among others, the fact of the matter is that the true brand personality of it is none other than Buffett himself. Buffett’s personal reputation as a successful businessman and philanthropist has been a better determination of its brand personality,more than Berkshire. In other words, Warren Buffett is the real brand as opposed to Berkshire Hathaway.
In today’s society, many brands are utilizing celebrity endorsement to create a representation of their brand personality, of course by using personality traits from celebrities to assist consumers in understanding the brand. As a result of celebrity endorsement, brands hope to create positive association for their brand. With that being said, Buffett plans on using some of his celebrity endorsement, it being his financial expertise and longevity, to be able to target a consumer brand with global capacity.
Buffett plans on using his personal traits to connect them to Berkshire Hathaway, as to create brand identity across the globe. Buffett plans to invest in properties across the globe an not just in America. Berkshire Hathaway HomeServices will be expanding into markets in Europe as well as Asia. Although consumers in such parts of the world may not be familiar with the investment company, they are sure to recognize Warren Buffett. It is a stretch for Buffett to target investors across the globe, but then again he is one of the most inspirational American citizens.
Personally, Warren Buffett is one of my biggest role models and I would be considered part of his target market as an investor. Warren Buffett’s strategies have proven to be successful which could very much be due to his management style, something that I strive to acquire someday.
The Consumer Biz World 