Brand Equity & Personality

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    BRAND

    EQUITY &

    PERSONALITY

    Prepared By :

    Kinshoo Shah

    MBA-IB

    Christ University,

    Bangalore

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    Contents

    1) BRAND EQUITY

    2) BRAND PERSONALITY

    3) ROLE OF ADVERTISING IN

    BRAND PERSONALITY

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    Definition of Brand Equity

    Brand Equity

    Brand equity can be thought of as theadditional cash flow achieved by

    associating a brand with the underlyingproduct or service.

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    Brand Equity

    }When a commodity becomes a brand, itis said to have equity.

    } The premium a brand can command inthe market

    } The difference between the perceived

    value and the intrinsic value

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    Sources of Brand Equity

    CBBE

    BrandAwareness

    BrandAssociation

    Strength Favourability Uniqueness

    Keller (2008) Chapter 2

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    Consumer-Based Brand Equity Framework

    e

    Brand

    Knowledge

    Brand

    Recognition

    Brand

    Recall

    Non-Product-Related

    (e.g., Price, Packaging,

    User etc)

    Product-Related(e.g., color, size,

    design features)

    Functional

    Symbolic

    Experiential

    Attributes

    Benefits

    OverallEvaluation

    (Attitude)

    Types of

    Brand Associations

    Favorability,

    Strength, and

    Uniqueness of

    Brand Association

    s

    Brand

    Awareness

    BrandImage

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    Brand Equity

    }Customer-Based Brand Equity (CBBE)

    } It is the differential effect that brandknowledge has on consumer response to

    the marketing of that brand

    } A positive CBBE means customer might be

    more accepting to the marketing activities(ie. the marketing mix) for a brand

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    Sources of Brand Equity

    } Strength

    } Personal Relevance of the brand and the

    Consistency with which the brand is

    presented over time can strengthen the

    brand association.

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    Sources of Brand Equity

    } Favourability

    } Favourable association for a brand are

    those associations that are desirable to

    consumers, successfully delivered by the

    product, and conveyed by the supportingmarketing program

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    Sources of Brand Equity

    } Uniqueness

    } The uniqueness of the brand gives

    consumers a compelling reason why they

    should prefer this brand than the others

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    An Appeal to Functional Needs

    Functional Needs

    Products that attempt

    to fulfill the consumers

    consumption-related

    problems

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    An Appeal to Symbolic Needs

    An appeal to

    symbolic needs

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    Experiential Needs

    An appeal tosensory pleasure

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    Brand Equity CompetitiveAdvantages

    } Reduced marketing costs}Can charge a higher price

    }Can easily launch brand extensions

    }Can take some price competition

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    Brand Equity Enhancement

    Brand equity enhanced by:

    }Name awareness} Positive associations

    } Perceived quality

    } Strong brand loyalty

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    Brand Personality

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    Brand Personality?} a set of human characteristics associated with a

    brand

    } It is the personification of a brand

    } like human personality, is both distinctive and

    enduring.

    } built over a period of time.

    } the outcome of all the consumers experiences

    with the brand.} In consumers mind, these impressions merge to

    form an overall concept of what to expect from

    brand

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    Brands : Personality

    Thumbs up : bravery /

    daring

    Amul : humour

    MTV : wacky

    MahindraScorpio : Ruggedness

    Ruff & Tuf : Bravery

    Britania little heart : Love &Affection

    Brands : Personality

    Liril : freshness &Lime

    Lux : Beauty,softnessDove : SoftnessBisleri : Safety Bajaj Pulsar : Power

    Titan : Style,eleganceCinthol : FreshnessMedimix : Traditional

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    Some examples

    MASCULINE Feminine

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    OLDER

    YOUNGER

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    What personality reveals about aBrand???

    } Great brand personalities are multi-dimensional

    Demonstrates a Brands Passion and Expertise Creates an Affinity with Targeted CustomerSegments

    Projects the Brands Core Values and Beliefs

    Communicates an Over-Arching Tone, Style,and Attitude about the Brands Experienceand Customer Interactions

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    5 DIMENSIONSOF BRAND

    PERSONALITY (AAKER)

    SOPHISTICATION

    COMEPTENCE

    EXCITEMENT

    RUGGEDNESS

    SINCERITY

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    Brand personalityBrand Personality Scale

    (BPS)

    Traits Brand

    Sincerity Domestic, honest, genuine, cheerful Campbells, Hallmark, Kodak

    Excitement Daring, spirited, imaginative, up-to-

    date

    Porsche, Absolut, Benetton

    Competence Reliable, responsible, dependable,

    efficient

    Amex, CNN, IBM

    Sophistication Glamorous, pretentious, charming,

    romantic

    Lexus, Mercedes, Revlon

    Ruggedness Tough, strong, outdoorsy, rugged Levis, Malboro, Nike

    (Aaker, 1997)

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    How to createBrand Personality?

    SPONSORSHIPS

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    SYMBOLScan be controlled and

    can have extremely strong associations.

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    Are Brand image andpersonality the same?

    } Brand image denote the tangible(physical and functional) benefits and

    attributes of a brand

    } Brand personality indicates emotionalassociations of the brand

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    Relevance of Brandpersonality??

    } A brand personality can help a brand in several ways:

    } It helps in gaining thorough knowledge of customers feelings

    about the brand

    } Brand personalities serve to represent and cue functional

    benefits and product attributes well.

    } Brand personality differentiates among brands specifically

    when they are alike in many attributes

    } Brand personality not only includes the personalityfeatures/characteristics, but also the demographic features

    like age, gender or class and psychographic features

    } It helps to create an identity for a Brand.

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    Advertisements & Brand Personality

    } The creation and transfer of the brand personality isdependent on the way consumers process theadvertisement.

    } The brand personality creation of the advertised productrequires that consumers link the inferred human qualities to

    that advertised product.} The brand personality transfer to the self occurs when

    there is a match between the personality of the advertisedproduct and the own or ideal personality.

    } A consumer-brand relationship is established when the

    brand personality transfer is followed by a purchase.} A consumer-brand relationship is realized when the

    consumer actually purchases the advertised product &needs Opportunity, for example the absence ofmonetary restrictions, or the physical availability of thebrand.

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    Brand Personality Creation andTransfer

    (adapted from Dingena, 1994)

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    Role of Advertisements in

    Brand Personality

    }Advertisers use the message content, as well as thecommunication style and mode to communicate

    the products meanings, and thus the determinedbrand personality to consumers.

    } Selection of Endorsers

    } User imagery

    } Symbols

    } Execution

    } Leads to credibility

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    All India

    appeal

    Regional

    appeal

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    Background music or symphony

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    Eternal

    Beauty

    Humor

    element

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    Thirst

    QuenchingNo

    Nonsense

    Down to

    Earth

    personality

    Humor &

    Spoof

    Distinct

    shape & color

    of bottle

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    Carefully Select Endorser..

    } Personality of the brand and celebrity should

    complement each other.

    } Reliable celebrity ensures instant awareness,

    acceptability and positive attitude towards thebrand, which is precursor to buying.

    }Choosing the right celebrity & levering their qualitiesis important, otherwise celebrity endorsement may

    end up as futile exercise also involving wastage ofmoney.

    } The element of creativity is critical while usingcelebrity endorsements.

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    Power

    playStyle

    Technique

    Excellence

    Performance

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    }Celebrity may overpower, and overshadow the

    brand.

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    Brand Personality Creation by Ad

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    Consumers Link Human Qualities

    } The transfer of the brand personality is not

    completed within the ad, the viewer has to makethe connection between the brand personality

    communicated in the ad and the advertisedproduct.

    } The consumer has to connect the personality of theperson in the ad, and/or the personality derivedfrom the meanings of the product to the advertisedproduct.

    } By doing this consumers humanize brand and givethem human personalities.

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    References

    } ResourcesBrand Vitals: Essential Principles for Monitoring Brand

    Health, Carol Phillips and Judy Hopelain, 2008http://www.brandamplitude.com/whitepapers/Brand%20Vitals%20v

    F.pdf

    } Measuring Brand Value, Don E. Schultz and Heidi F. Schultz,Kellogg on Branding, 2005, Ch 13

    } Make a Case for Your Brand, Susan Fournier, Advertising Age,November 26, 2007

    } www.marketingmanagement.com} Ouwersloot Hans, Tudorica Anamaria; Brand Personality Creation

    through Advertising, Feb 2001

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    Thank You