ERSONALITY

Wayne Rooney

A BRAND IS A PERSONS GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION

THIS IMPLIES THAT BRAND IS BY INDIVIDUALS, AND NOT BY COMPANIES, MARKETS, OR PUBLICS

Brand Personality
A Common Thread that links a brand to an individual(target audience)
-ankur chandel 2098 B.C.

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 its 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. Dont 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.

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

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 CONSUMERS EXPERIENCES WITH THE BRAND.

PERSONALITY IS THE CONCEPT TO GIVE

life
IDENTITY AND IMAGE

TO A BRAND, TO MANAGE

TO CREATE

likeability

Brands
Thumbs up Amul MTV Indiakings Woodlands Mahindra Scorpio Marlboro Ruff & Tuff Sona chandi Chavanprash Britania little hearts Moods Liril Lux Dove Bisleri Bajaj Pulsar Yamaha Titan Cinthol Mysore Sandal Medimix

:
: : : : : : : : : : : : : : : : : : : : :

Personality
Bravery / daring Humour Wacky Sophistication (upper class) Ruggedness & outdoorsy Ruggedness Ruggedness Bravery Bravery Love & Affection Sensitivity Freshness & Lime Beauty, softness Softness Safety Power Power Style, elegance Freshness Traditional Traditional

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.

Endorser Amitabh Bacchan Sharukh Khan Sachin Rahul Dravid Virender Sehawag M.S. Dhoni

Attributes Resilient, professional, charismatic unassuming Youth Icon. Stylish, successful Excellence, determination, faith, hard work Mr. Dependable , Reliable, Consistency Swashbuckling 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.

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 HONEST
WHOLESOME

UP-TO-DATE
SPIRITED IMAGINATIVE

INTELLIGENT RELIABLE

UPPER CLASS

OUTDOORSY

BRAND INDIA

BRAND DUBAI

2003

1990

Man-made Palm Island

Tallest bldg in world

Tallest hotel in world

VODAFONE .PERSONALITY OF A DOG . FAITHFULLALWAYS FOLLOWING .EVERYWHERE

AND THATS WHAT CUSTOMER WANTS THERE NETWORK TO BE LIKE

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, HARDWORKING, 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.

Powered BY:
Jyotsna Varun (v.jyotsna@yahoo.com) Ankur Chandel (ankurchandel@ymail.com) MBA (08-10), BCIPS GGSIP Univ.