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Brand Personification

Some marketers create a brand personification by portraying brand attributes as a human-like character to influence consumers' perceptions. Brand personalities are often assigned gender through products like Celestial Seasonings' feminine "Tracy" or Mr. Coffee's masculine persona. Marketers also develop geographic personalities for products by including locations in their names to create associations for consumers. People likewise attribute personality traits to specific colors related to brands, such as excitement with Coca-Cola's iconic red color.

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246 views

Brand Personification

Some marketers create a brand personification by portraying brand attributes as a human-like character to influence consumers' perceptions. Brand personalities are often assigned gender through products like Celestial Seasonings' feminine "Tracy" or Mr. Coffee's masculine persona. Marketers also develop geographic personalities for products by including locations in their names to create associations for consumers. People likewise attribute personality traits to specific colors related to brands, such as excitement with Coca-Cola's iconic red color.

Uploaded by

9986212378
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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BRAND PERSONIFICATION

Brand personification
Some marketers find it useful to create a brand personification, which tries to recast consumers perception of attributes of a product or service into a human like character. many consumers express their inner feeling about product or brands in terms of their association with know personalities

Product Personality and Gender


A product personality or person, frequently endows the product or brand with a gender Ex: celestial seasoning Tracy ones was given a feminine persona, whereas Mr. coffee was given a masculine personality

Product Personality and Geography


Marketers learned long ago that certain products, in the minds of consumers, possess ,a strong geographical association By employing geography in the products name the products manufacturer creates a geographic personality for the product.

Personality and color


Consumers not only ascribe personality traits to product and service, but they also tend to associate personality factors with specific color. Ex: Coca-cola is associated with red. which connotes excitement.

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