Brand Equity & Personality
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Transcript of 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