Brand Personality
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Brand personality refers to the human characteristics associated with a brand that distinguish it from other brands. It is how a brand behaves and includes traits like age, gender, socioeconomic class, and emotional attributes. A brand's personality is built over time based on consumers' experiences and is meant to create an emotional connection between the brand and consumers. It allows brands to have a sense of identity beyond just product attributes. The document provides several examples of brands and the personalities they convey like Bisleri conveying safety and Marlboro conveying ruggedness. It also discusses Aaker's model of five core brand personality dimensions of sincerity, excitement, competence, sophistication, and ruggedness.
Brand Personality
- 2. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION
- 3. THIS IMPLIES THAT BRAND IS BY INDIVIDUALS, AND NOT BY COMPANIES, MARKETS, OR PUBLICS
- 4. Brand Personality A Common Thread that links a brand to an individual(target audience) -ankur chandel 2098 B.C.
- 5. HOW BRAND PERSONALITY IS DIFFERENT FROM BRAND IDENTITY..?? Identity as a term refers to background and facts in most languages. Your identity is about characteristics you share with others, like the country and culture you come from, your race, your religion, and facts, like the place where you live. In communication it mostly refers to your true inner self - as a company or a brand. “…having an identity means being who you are, following your own, determined, but individual path”. Be who you are. This is the paradigm of identity. The concept of brand personality combines inside-out and outside-in; identity and image. A personality has it’s roots in the identity but is strongly externally focused. It is not ‘be who your are’. Personality is: Become who you should be…” We use brand personality to bring brand strategy to life. Don’t forget, consumers demand a brand of flesh and blood. The consumer will treat your brand like you treat the consumer. If your brand has no personality and no warmth, the consumer will treat it likewise: zero loyalty, high price sensitivity.
- 6. WHAT IS BRAND PERSONALITY BRAND PERSONALITY IS A SET OF HUMAN CHARACTERISTICS ASSOCIATED WITH A BRAND PERSONALITY IS HOW THE BRAND BEHAVES & INCLUDES - GENDER, AGE, SOCIO-ECONOMIC CLASS, PSYCHOGRAPHIC, EMOTIONAL CHARACTERISTICS
- 7. Brand Personality, like human personality, is both distinctive and enduring - Both are built over a period of time REFERS TO THE OUTCOME OF ALL THE CONSUMER’S EXPERIENCES WITH THE BRAND.
- 8. PERSONALITY IS THE CONCEPT TO GIVE life ‘IDENTITY AND IMAGE’ TO A BRAND, TO MANAGE TO CREATE likeability
- 9. Brands : Personality Thumbs up : Bravery / daring Amul : Humour MTV : Wacky Indiakings : Sophistication (upper class) Woodlands : Ruggedness & outdoorsy Mahindra Scorpio : Ruggedness Marlboro : Ruggedness Ruff & Tuff : Bravery Sona chandi Chavanprash : Bravery Britania little hearts : Love & Affection Moods : Sensitivity Liril : Freshness & Lime Lux : Beauty, softness Dove : Softness Bisleri : Safety Bajaj Pulsar : Power Yamaha : Power Titan : Style, elegance Cinthol : Freshness Mysore Sandal : Traditional Medimix : Traditional
- 10. Brand personality enables to establish relationship between brand & consumer with emotional content. The degree of proximity between brand and consumer personality, will influence the purchase intension and brand loyalty. Brands need to update personality to stay contemporary and relevant, as target audience personality may change over a period of time, due to changes in cultural, economic, media exposure etc. Brand personality should not be confused with target audience characteristics.
- 11. Endorser Attributes Amitabh Bacchan - Resilient, professional, charismatic unassuming Sharukh Khan - Youth Icon. Stylish, successful Sachin - Excellence, determination, faith, hard work Rahul Dravid - Mr. Dependable , Reliable, Consistency Virender Sehawag - Swashbuckling M.S. Dhoni - Sheer power play Nokia – Powerful technology brand 'Nokia' one the world's most valuable brand has distinct personality. The slogans.' We call this human technology', 'only Nokia human technology enables you to get more out of life' and 'connecting people' emphasize human side of technology, thereby resulting in brand personality of trusted friend. It also stands for reliability and quality.
- 13. The Brand Personality Dimensions of Jennifer Aaker is a framework to describe and measure the ‘personality’ of a brand in 5 core dimensions. BRNAD PERSONALITY SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS DOWN TO EARTH DARING SUCCESSFUL CHARMING TOUGH CHEERFUL UP-TO-DATE INTELLIGENT UPPER CLASS OUTDOORSY HONEST SPIRITED RELIABLE WHOLESOME IMAGINATIVE
- 14. BRAND INDIA
- 15. BRAND DUBAI 2003 1990 Man-made Palm Island Tallest bldg in world Tallest hotel in world
- 16. VODAFONE ….PERSONALITY OF A DOG …. FAITHFULL…ALWAYS FOLLOWING ….EVERYWHERE AND THAT’S WHAT CUSTOMER WANTS THERE NETWORK TO BE LIKE
- 19. CONNECTING PERSONALITIES UTV BINDASS CHANNEL, THAT TARGETS ITSELF AT THE YOUTH, HAS LAUNCHED A NEW CAMPAIGN. TITLED 'WHAT I AM', THE INITIATIVE AIMS TO SPEAK ABOUT THE YOUTH, WHO ARE USUALLY PORTRAYED AS IRRESPONSIBLE, CARELESS, UNFOCUSED, IMMATURE INDIVIDUALS, AS PEOPLE WHO ARE RESPONSIBLE, MORALLY SOUND, HARD- WORKING, COOL AND FOCUSED ABOUT LIFE AND THEIR CAREER. SAID HEATHER GUPTA, CHANNEL HEAD, UTV BINDASS, "BINDASS THE BRAND HAS ITS OWN UNIQUE ATTITUDE – “PERSONALITY”; IT IS TARGETED AT THE YOUTH. HOWEVER, IT HAS ALWAYS BEEN THE CASE THAT THE YOUTH, OUR TARGET, HAS BEEN MISUNDERSTOOD. THE CAMPAIGN WE HAVE UNVEILED VOICES THE YOUTH'S THOUGHTS. IT SAYS "DON'T JUDGE ME. I AM AS I AM, TAKE IT OR LEAVE IT.“
- 21. Powered BY: Jyotsna Varun ([email protected]) Ankur Chandel ([email protected]) MBA (08-10), BCIPS GGSIP Univ.