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Brand Personality of Wai Wai Noodles

Wai Wai noodles has two main inferred brand personalities: 1) Sincerity - Through CSR programs providing education scholarships and promoting sustainability, Wai Wai has established trust with consumers by being transparent, responsible and ethical. 2) Excitement - Wai Wai conveys a youthful and carefree attitude through playful packaging, diverse flavors that follow trends, engagement of consumers with coupons, and association with a comedy show.

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Sudir Thapa
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209 views2 pages

Brand Personality of Wai Wai Noodles

Wai Wai noodles has two main inferred brand personalities: 1) Sincerity - Through CSR programs providing education scholarships and promoting sustainability, Wai Wai has established trust with consumers by being transparent, responsible and ethical. 2) Excitement - Wai Wai conveys a youthful and carefree attitude through playful packaging, diverse flavors that follow trends, engagement of consumers with coupons, and association with a comedy show.

Uploaded by

Sudir Thapa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Brand personality of wai wai noodles:

Brand personality is the sum of a brand's emotional, psychological, and behavioral patterns that
remain distinct over the course of its lifespan. They are the human characteristics and traits to
which customers can relate to. A brand personality serves a psychological purpose as it enables
customers to identify with it or project themselves into the brand. The tone and style of
advertising are also heavily influenced by brand personality. The personality of a brand is an
aspect of its identity. It can be expressed through tone of voice, communication style, and
behaviors, as well as actively cultivating consumer perception through in-market
communications.

Wai wai has not been clear about its brand personality, but we can infer the following
personalities as brand personality of wai wai based on our personal experiences as the consumer
of the brand;

i. Sincerity:
Sincere brands have wholesome, honest, and down-to-earth personalities. These
brands are transparent, thoughtful and often times family oriented. They also are
ethical, responsible and they take customer expectations seriously. Wai Wai is the
first brand in Nepal to veer into CSR (Corporate Social Responsibility). Through its
CSR programs like CG Gyan Uday program it has provided scholarships to almost
500 students to attain higher education. Along with that the brand has been seen
promoting sustainable development all over Nepal. The brand has also never faced
controversies or questions regarding irregularities in the product. This all has
contributed the brand to successfully earn the trust of its consumers thereby
establishing itself as a sincere brand.
ii. Excitement:
Excitement conveys a carefree, youthful, and spirited attitude. Exciting brands are
often perceived as spontaneous, sporty, extroverted, edgy, and on-trend. Firstly, the
exciting aspect of the brand is seen by the packaging of wai wai itself. The packaging
consists of playful colors and has undergone changes throughout the years. The brand
has also diversified its flavors throughout the years to keep up with the current trends.
Currently almost 20 flavors of the noodles are available in the market. Similarly, the
brand keeps its consumers engaged by the means of various coupons. The brand has
associated itself with the comedy show known as “wai wai xpress comedy
champions” thereby further staking its claim to be an exciting brand.

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