Brand Personality and Identity

BRAND PERSONALITY &

IDENTITY

BRAND PERSONALITY BRAND IMAGE

BRAND PERSONALITY

BRAND PERSONALITY

• EMOTION CENTERED• HUMAN CENTERED• OTHER

EMOTION CENTERED

• PERSONALITY

EMOTION CENTERED

• ADJECTIVE

HUMAN CENTERED

5 PERSONALITY FACTOR

• SINCERITY

• EXCITEMENT

• COMPETNCE

• SOPHISTICATION

• RUGGEDNESS

BRAND PESONALITY SCALE

BRNAD PERSONALITY

SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS

DOWN TO EARTH

HONEST

WHOLESOME

CHEERFUL

DARING

SPIRITED

IMAGINATIVE

UP-TO-DATE

TOUGH

RELIABLE

INTELLIGENT

SUCCESSFUL

UPPER CLASS

CHARMING

OUTDOORSY

BRAND PESONALITY SCALEBRNAD PERSONALITY


DOWN TO EARTH

HONEST

WHOLESOME

CHEERFUL

DARING

SPIRITED

IMAGINATIVE

UP-TO-DATE

TOUGH

RELIABLE

INTELLIGENT

SUCCESSFUL

UPPER CLASS

CHARMING

OUTDOORSY

BRNAD PERSONALITY


DOWN TO EARTH

HONEST

WHOLESOME

CHEERFUL

DARING

SPIRITED

IMAGINATIVE

UP-TO-DATE

TOUGH

RELIABLE

INTELLIGENT

SUCCESSFUL

UPPER CLASS

CHARMING

OUTDOORSY




DOWN TO EARTH

HONEST

WHOLESOME

CHEERFUL

DARING

SPIRITED

IMAGINATIVE

UP-TO-DATE

TOUGH

RELIABLE

INTELLIGENT

SUCCESSFUL

UPPER CLASS

CHARMING

OUTDOORSY


RUGGEDNESS

TOUGH

OUTDOORSY



DOWN TO EARTH

HONEST

WHOLESOME

CHEERFUL

DARING

SPIRITED

IMAGINATIVE

UP-TO-DATE

TOUGH

RELIABLE

INTELLIGENT

SUCCESSFUL

UPPER CLASS

CHARMING

OUTDOORSY

THREE APROACH

• SELF EXPRESSION

• RELATIONSHIP

• FUNCTIONAL BENEFITS

OTHER DEFINATION

BRAND ANATOMY

BRAND ANATOMY

ATTRIBUTES

BENEFITS

ESSENCE

SIX TYPES

• Ritualistic brand

SIX TYPES

• Symbol brand

SIX TYPES

• Heritage brand

SIX TYPES

• Exclusive brand

SIX TYPES

• Belonging Brand

SIX TYPES

• Legendary Brands

BRAND IMAGE

• DEFINATION: The totality of the impressions about the brand. This includes its physical, functional and psychological aspects of the brand.

• E.G. arrow shirts have premium image…

• Brand image has three components• Product attributes • Consumer’s benefits• Brand personality• Brand image

• Brand image would stem from 3 sources:• Provider-driven image is the image derived from the

company/brand.• E.G. tata & l&t signals quality in everything it makes.

• Sometimes brand image is influenced by the manufacturer’s name besides the brand’s own personality.

• Product-driven image: this image is the result of the product’s performance. This in turn depends on its ingredients. Santoor toilet soap promises skin care through its contents.

• User driven image: This image is driven by the lifestyle of user. Van heusen shirts are an expression of a particular life style.

BRAND IMAGE – ESTABLISHED PRODUCTS AND NEW PRODUCTS

• Brand image of most established products is difficult to change. This is because the brand would have acquired a personality step by step over a period of time.

• E.G. the same problem might haunt bata which is finding jt difficult to compete with younger brands like woodlands, mescos, action etc.

BRAND IMAGE AND COUNTRY-OF-ORIGIN

• Several studies showed that brand image has a correlation with the country-of-origin.

• E.G. japanese proucts are preferred in catagories like cars, cameras, vcrs, etc.

• Other researchers find that the country-of-origin has nominal effect on the consumer’s “perceptions” of the brand.

Brand image and celebrity

• Research on image built through endorsement of celebrities show that there are three aspects that influence a consumer’s attitude of a brand.

• These are :

• Attractiveness• Trustworthiness • Expertise

Aspects of a brand

Image Celebrity Product

Attractiveness Elegant

Beautiful

Classy

Renuka sahani

Madhuri Dixit

Pataudi

Whisper

Lux

“Asian paints”

royale

Trustworthines Dependable

Honest

Reliable

Khaitan

Seshan T.N.

Kapil Dev

Khaitan fan

Frozen vegetable

Boost

Expertise Knowledge

Qualified

Skilled

Sachin tendlkar

Naina Balsavar

Amjad alikhan

Rocker shoes

Shampoo

Bazooka

BRAND IMAGE AND IMAGERY

• Image is the product seen from the consumer’s perspective.

• It is what the consumers think about the product.• Imagery is the consumer seen from the product’s

perspective.

• Typically these imageries fall in three catagories:• Sacred• Secular• Mediating

• A Sacred imagery is where the product gets elevated to the metaphysical blue skies.(E.g. chyawanaprash and parachute hair oil- everybody from grand parents to grandchildren uses them.)

• A seclar imagery for a product is where the consumer would like to break the routine to do something new.(pepsi’s advertisement “Nothing Official” about it)

• A mediating image is something that skilfully weaves the use of the sacred and the secular in its imagery.(E.G. santoor sandalwood Talc- a strinkgly modern women uses santoor talc but is shown as seeking the blessings of the elders.

BRAND IMAGE AND USER STATUS

• An interesting observation is that brand images are formed irrespective of whether the brand is being considered for purchase or not.

E.G. whether one is likely to purchase a maruti or not, one is likely to have a brand image of the product.

“brand image is the impression left in the mind of the prospect by the brand.”

BRAND IMAGE AND BRAND PERSONALITY

• Brand personality is the sum total of all the significant tangible and intangible assets that a brand possesses.

• Brand Image is how the brand is perceived by the consumer. In the words, brand personality is the cause while brand image is the effect.

Brand name

Brand personality

Brand image

Lifeboy soap

Quality Reliable

Leading manufac.

Technoloy

Superior.

Little hearts

Puffed biscuits

Novelty

Distinct packing

Attractive

Hear shaped biscuit

romantic

BUILDING BRAND PERSONALITY

• The first step SINGLE MINDEDNESS (in communicating and preserving what might be called core brand values.)

• E.G. Marlboro cigarettes.

• PROMOTION only Is not the way to Build brand personality, Every element of the marketing mix can be used to strengthen the brand’s personality.

• E.G. Panteen shampoo – in terms of packaging, it is not only just attractive but also sphisticated.

• It is well-known that 8 out of 10 brands the world over fail and the foremost reason for their death is that they have nothing distinctive to offer. This “something” is personality.

AAKER’S FRAMEWORK

• Brand identity as defined by aaker is the sum of the brand expressed as a product organisation, person and symbol.

• Brand as product deals with the accptance of the brand as a product itself.

• E.G. for its price, Nirma is seen as a good product.

• Brand as organisation emphasises that a brand is successful among other things because of the organisation values it upholds.

• Brand as person deals with the question “what happens to this brand when it becomes a person?”

• E.G. denim talc would be seen as “masculine’, sunsilk shampoo as “feminine”.

• Brand as symbol deals with heritage and what the brand stands for. E.G. coke symbolises the American dream.

KAPFERER’S FRAMEWORK

• KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below.

• Physique according to him is the basis of the brand. • E.G. the physique of Philips is “technology and reliability” while for

the brand Tata it is “trust”

• Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?”

• Culture symbolizes the organization, its country-of-origin and the values it stands for.

• E.G. traditional brands like balsara, dabur and zandu.

• Relationship is the handshake between consumer and the organisation. E.G. the relationship with “safola” is safety.

• Reflection is the consumer’s perception for what the brands stands for. E.G. coke’s image more attract youth.

• Self-image is what the consumer think of himself.• E.G. benz Car owner think that since he has bought the car he is

treating himself to one of the best car in the world.

Brand Personality and Identity

Documents

Transcript of Brand Personality and Identity