Brand Identity: Personality and Values

7/29/2019 Brand Identity: Personality and Values

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Most advertising today is about communicating a complex rangeofmessages about a product, known as branding. A brand is aproduct or range of products that has a set ofvalues associatedwith it that are easily recognised by the consumer. A brand is

distinguished immediately by its name and/or a symbol (eg theNike swoosh, McDonalds golden arches).

As consumers, we tend to be more familiar with a wholebrand, as opposed to individual products. The process of

advertising allows us to associate values with products that

may not have a real connection to them - for instance, Nikehas always selected rebellious athletes to promote its shoes,the 'bad boys' of basketball, tennis & football, and thereforethe Nike brand has connotations of rebelliousness, of doing

whatever it takes to win.

Advertising as Branding


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1. Brand Essence - a way of summing up the significance of the brand

to stockholders and consumers alike of the brand in one simplesentence

2. Brand Slogan - a public way of identifying the brand for consumers -often associated with a logo

3. Brand Personality - marketers can describe their brand as though itwere a person, with likes and dislikes and certain behaviour

4. Brand Values what does it stand for/against?

5. Brand Appearance - What does it look/sound/taste like?

6. Brand Heritage - how long has it been around? does it havecustomers who have been loyal to it for many years?

7. Emotional benefits how it avoids/reduces pain or increasespleasure

8. Hard benefits bigger? better? cheaper? washes whiter?

Brand Identity


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Analysing Print AdsCodes and conventions:

striking image

slogan

pack shot or logo reinforcing the brand identity

The combination of these elements, even though wemay only look at them for the average time of 1.5seconds, leaves us with an impression of the valuesthat are attached to that brand, and a sense of whothe target audience for the product is.


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When analysing ads you need to decide:

WHO the ad is aimed at - describe them demographically and

psychographically

WHAT is being advertised and WHAT is specifically highlighted about the

product (the benefits) in this ad?

WHY this helps sell a product

WHERE/WHEN this ad might appear in order to reach its target

audience

EXT HOW does the advert appeal to the audience and whatmight you do differently?


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Where does the term brandcome from?

Why is it done?


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BrandPersonality & Values

LO To understand how to define a brands

personality and values

To analyse a campaignby Levis to reveal itsbrand personality and values

1) To understand how to define a brands personality and values2) To analyse a campaignby Levis to reveal its brand personality and values


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What is Brand Personality?

A set of human characteristics

How the brand behaves associations

Sponsorships

Demographics: Class Location

Education/employment

Age

Race

Sex

Psychographics: values and beliefs



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Coke is conforming while Pepsi is

mischievous

IMB is older while Apple is younger cooler!



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Young

Modern

Active

FunCheerful

Friendly

Life of the Party1) To understand how to define a brands personality and values

2) To analyse a campaignby Levis to reveal its brand personality and values


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Go Forth - 2009

O Pioneers! - Go Forth

1) To understand how to define a brands personality and values

http://www.youtube.com/watch?feature=player_embedded&v=HG8tqEUTlvshttp://www.youtube.com/watch?feature=player_embedded&v=HG8tqEUTlvshttp://www.youtube.com/watch?feature=player_embedded&v=HG8tqEUTlvshttp://www.youtube.com/watch?feature=player_embedded&v=HG8tqEUTlvshttp://www.youtube.com/watch?feature=player_embedded&v=HG8tqEUTlvs


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Go Forth - 2009

O Pioneers! - Go Forth

How do the print ads link with the TV ad?

Ext: Why can a logo be more important than

the name of a brand?


http://www.youtube.com/watch?feature=player_embedded&v=HG8tqEUTlvshttp://www.youtube.com/watch?feature=player_embedded&v=HG8tqEUTlvshttp://www.youtube.com/watch?feature=player_embedded&v=HG8tqEUTlvshttp://www.youtube.com/watch?feature=player_embedded&v=HG8tqEUTlvshttp://www.youtube.com/watch?feature=player_embedded&v=HG8tqEUTlvs


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What similarities do you seeacross the Go Forth campaign?




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Wieden and Kennedy

In 2009, Levis launched Go Forth, a new voice and campaignfor the Levis brand and Levis 501 jeans. The campaign isinspired by the passion Walt Whitman felt for the potential ofAmerica and promise of the future. Films were created todemonstrate Levis awareness and relevance in the world

through America and Pioneers! O Pioneers accompaniedby readings of Whitmans poems of the same name. Outdoorand printed material evoked the spirit of the new pioneertodays progressiveby featuring such optimistic statementsas Will work for better times, All I need is all I got, andTough as your spirit. Combined with a digital re-editing ofthe Declaration of Independence and a call for young pioneersto create a new portrait of America online, the Go Forthcampaign infused new energy into an authentic and belovedbrand that had been somewhat quiet for too long.




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Go Forth - 2012How does the 2012 campaign differ from 2009?

How has it changed/developed?

Is the target audience still the same?Press Release

Aiming

for an

A/B?


http://www.youtube.com/watch?v=BugVA_MjpRwhttp://www.levistrauss.com/news/press-releases/levi-s-brand-debuts-2012-go-forth-global-marketing-campaignhttp://www.levistrauss.com/news/press-releases/levi-s-brand-debuts-2012-go-forth-global-marketing-campaignhttp://www.youtube.com/watch?v=BugVA_MjpRwhttp://www.youtube.com/watch?v=BugVA_MjpRwhttp://www.youtube.com/watch?v=BugVA_MjpRwhttp://www.youtube.com/watch?v=BugVA_MjpRw


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WHY?

Can differentiate brands, especially for similar

products

Gives it a competitive edge

Gives the brand longevity

Express own identity

HOW?




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Homework

Due: Tuesday 26th February

Post it on your blog

Find a print advert for one of your favourite

brands. Annotate the advert and write aparagraph about its brand personality and

values




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Oscar Pistorius

Sponsors

Nike

sunglass manufacturer Oakley

perfume maker Thierry Mugler

running blade manufacturer Ossur.

BT

In total, his sponsorship deals were estimated

to be worth about $4.7 million.




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http://www.google.co.uk/url?sa=i&rct=j&q=apple+logo&source=images&cd=&cad=rja&docid=pr3NKKUqDfrCRM&tbnid=Odb98UFRbrXqwM:&ved=0CAUQjRw&url=http://www.wihastech.com/2012/04/5-apple-product-taken-from-other-companies-ideas.html/apple-logo/&ei=gg8eUb_GJ8rQhAeLl4HICg&bvm=bv.42553238,d.ZG4&psig=AFQjCNFZnJevgiDAGDleLGDwoyMFN4SOKQ&ust=1361010854229573


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http://www.google.co.uk/url?sa=i&rct=j&q=blackberry+logo&source=images&cd=&cad=rja&docid=OXoFEv3fXmye2M&tbnid=041HECztka8o3M:&ved=0CAUQjRw&url=http://www.dailymobile.net/2012/11/25/pictures-of-rims-first-blackberry-10-phone-leaked/blackberry-logo/&ei=AA8eUeLWFIKRhQfinIGoCQ&bvm=bv.42553238,d.ZG4&psig=AFQjCNFT1LhbNa3XhzkbN2fizmoRnVL17Q&ust=1361010810594902


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http://www.google.co.uk/url?sa=i&rct=j&q=blackberry+logo&source=images&cd=&cad=rja&docid=OXoFEv3fXmye2M&tbnid=041HECztka8o3M:&ved=0CAUQjRw&url=http://www.dailymobile.net/2012/11/25/pictures-of-rims-first-blackberry-10-phone-leaked/blackberry-logo/&ei=AA8eUeLWFIKRhQfinIGoCQ&bvm=bv.42553238,d.ZG4&psig=AFQjCNFT1LhbNa3XhzkbN2fizmoRnVL17Q&ust=1361010810594902


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http://www.google.co.uk/url?sa=i&rct=j&q=adidas+logo&source=images&cd=&cad=rja&docid=9h5Uf-t21AucHM&tbnid=A5FFFQVA49OhFM:&ved=0CAUQjRw&url=http://www.tumblr.com/tagged/adidas%20logo&ei=GBAeUfjmEIaShgf-8YGIAw&bvm=bv.42553238,d.ZG4&psig=AFQjCNHHDk1P5OhnP3V4MVzW3mtiaJAf7Q&ust=1361011058303034


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http://www.google.co.uk/url?sa=i&rct=j&q=adidas+logo&source=images&cd=&cad=rja&docid=9h5Uf-t21AucHM&tbnid=A5FFFQVA49OhFM:&ved=0CAUQjRw&url=http://www.tumblr.com/tagged/adidas%20logo&ei=GBAeUfjmEIaShgf-8YGIAw&bvm=bv.42553238,d.ZG4&psig=AFQjCNHHDk1P5OhnP3V4MVzW3mtiaJAf7Q&ust=1361011058303034


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Brand Identity: Personality and Values

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