Brand Personality Final

7/29/2019 Brand Personality Final

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Brand Personality


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What is brand personality?

Brand Personality is a set of humancharacteristics associated with a brand

Personality is how the brand behaves

Gender, age, socio-economic class,

psychographic, emotional characteristics


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About brand personality

Brand Personality, like human personality, is bothdistinctive and enduring

Both are built over a period of time

Refers to the outcome of all the consumersexperiences with the brand

In other words, the brands personality is the

weighted average of previous impressions

In consumers mind, these impressions merge toform an overall concept of what to expect from

brand


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Branding is all about differences

Brand as person

Why BrandPersonality?


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Brand personality provides depth, feelings,

and liking to the relationship.

Two elements that affect an individuals

relationship with a brand:

Relationship between the brand as person

and the customer

The brand personality or the type of person

the brand represents.


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Brand Personality Dimensions

The brand personality dimension: is a framework to

describe and measure the personality of a brand in five

core dimensions.

It is a model to describe the profile of a brand by using

an analogy with a human being.


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Creating brand personality

Define the target audience

Find out what they need, want and like

Build a consumer personality profile

Create the product personality to match that profile


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Some Indian Examples of BrandPersonality

The devil of Onida

represents high

technology and

proved to be one of

the successful brandpersonalities in India.


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Sunsilk in IndiaSunsilk has a

caring, nurturing,

gentle femininePersonality. The

adverstisement,

packaging, and

nature of the

product convey

the same.


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Brand Anatomy of Coke

Essence:Youth

Benefit: Joyous Environment

Attribute: A Frizzy Drink

(Vivaciousness)


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`Brand Personality Analysis of Santro

car

Sensory Emotional Rational

Small

Light

Fresh

Bubbly

Light-Hearted

Convenient

Youthful

Dependable

Fun Car

Manoeuvrable

Quick


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5 Dimensions of Brand Personality

Sincerity (down-to-

earth, honest,

wholesome,

cheerful)

Excitement (daring,

spirited)

Competence

(reliable,

intelligent,

successful)

Sophistication

(upper class,

charming)

Ruggedness

(outdoorsy, tough)


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Down-to-earth = down-to-earth, family-oriented, small-town,

genuine, old-fashioned

Honest = honest, sincere, real

Wholesome = wholesome, original

Cheerful = cheerful, sentimental, friendly

Sincerity


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Daring = daring, trendy, exciting

Spirited = spirited, cool, young

Imaginative = imaginative, unique

Up to date = up to date,

independent, contemporary

Excitement


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Reliable = reliable, hard working, secure

Intelligent = intelligent, technical, corporate

Successful = successful, leader, confident

Competence


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Upper class = upper class, glamorous, good

looking

Charming = charming, feminine, smooth

Sophistication


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Ruggedness Outdoorsy = outdoorsy, masculine, western

Tough = tough, rugged

Sincerity Characteristics


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Sincerity Characteristics

Down to Earth Familyoriented, Small town, Blue-collar, All American, Conventional

Honest Sincere, Real, Ethical, Thoughtful, Caring

Wholesome Original, Ageless, Clasic, Genuine, Old-fashioned

Cheerful Sentimenteal, Friendly, Warm, Happy

Excitement

Daring Trendy, Exciting, Offbeat, Flashy, Provocative

Spririted Cool, Young, Lively, Adventurous, Outgoing

Imaginative Unique, Humorous, Surprising, Artistic, Fun

Up-To-Date Independent, Contemporary, Innovative, Aggresive

Competence

Reliable Hard-working, Secure, Efficient, Trustworthy, Careful

Intelligent Technical, Corporate, Serious

Successful Leader, Confident, Influential

Sophistication

Upper Class Glamorous, Good Looking, Pretentious, Sophisticated

Charming Feminine, Smooth, Sexy, Gentle

Ruggedness

Outdoorsy Masculine, Western, Active, Athletic

Tough Rugged, Strong, No-nonsense


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Three Models to Build Brand

Personality

Aakers states the 3 models namely as:

Self-expression Model

states that the consumer sees the brand as the kind of person he/she wishes to be

Example:

This is the case with Royal Enfields Bullet. The rider is considered to be very

masculine when he rides the bike. Bullets personality is one that represents a

macho character.


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Relationship Basis Model

Is liking to associate with a personality exhibited by the

brand

The consumer wants to establish friendship with the

brand and the brand need not represent their

characteristics or their aspirational values.

Example:

Eureka Forbes is seen as a friend for life and would fit this

explanation of brand personality


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Functional Benefits Representation model

The brand personality is used as a vehicle to state the

benefits of the brand.

Example:

Devil Onida


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Discussion


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Write down your own personalities and

characteristics

Choose one of your favorite brand and describe

the personalities of that brand

If this brand becomes a person, describe the

personalities of this person.

So, now lets check your own personality!


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Brand Value

Expressions of brands personality in a waythat is clear, relevant and compelling

People are willing to pay more for a brand

Extra money a company can make

For E.g..:


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Components of Brand Value

Brand Awareness

Brand Image

Brand Association Attributes

Benefits

Brand attitudes

Brand loyalty


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Brand Personality Final

Documents

Transcript of Brand Personality Final