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BRAND PERSONALITY & IDENTITY

BRAND PERSONALITY BRAND IMAGE

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BRAND PERSONALITY .

BRAND PERSONALITY .

BRAND PERSONALITY ‡ EMOTION CENTERED ‡ HUMAN CENTERED ‡ OTHER .

EMOTION CENTERED ‡ PERSONALITY .

EMOTION CENTERED ‡ PERSONALITY .

EMOTION CENTERED ‡ ADJECTIVE .

HUMAN CENTERED 5 PERSONALITY FACTOR ‡ SINCERITY ‡ EXCITEMENT ‡ COMPETNCE ‡ SOPHISTICATION ‡ RUGGEDNESS .

BRAND PESONALITY SCALE BRNAD PERSONALITY SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS DOWN TO EARTH CHEERFUL HONEST WHOLESOME DARING UP-TO-DATE SPIRITED IMAGINATIVE SUCCESSFUL INTELLIGENT RELIABLE CHARMING UPPER CLASS TOUGH OUTDOORSY .

BRAND PESONALITY SCALE BRNAD PERSONALITY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS RTH DARING UP-TO-DATE SPIRITED IMAGINATIVE SUCCESSFUL INTELLIGENT RELIABLE CHARMING UPPER CLASS TOUGH OUTDOORSY TY L ME .

BRAND PESONALITY SCALE BRNAD PERSONALITY SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNES DOWN TO EARTH CHEERFUL HONEST WHOLESOME DARING UP-TO-DATE SPIRITED IMAGINATIVE SUCCESSFUL INTELLIGENT RELIABLE CHARMING UPPER CLASS TOUGH OUTDOORS .

BRAND PESONALITY SCALE BRNAD PERSONALITY SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNES DOWN TO EARTH CHEERFUL HONEST WHOLESOME DARING UP-TO-DATE SPIRITED IMAGINATIVE SUCCESSFUL INTELLIGENT RELIABLE CHARMING UPPER CLASS TOUGH OUTDOORSY .

BRAND PESONALITY SCALE RUGGEDNESS N TOUGH OUTDOORSY .

BRAND PESONALITY SCALE BRNAD PERSONALITY SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS DOWN TO EARTH CHEERFUL HONEST WHOLESOME DARING UP-TO-DATE SPIRITED IMAGINATIVE SUCCESSFUL INTELLIGENT RELIABLE CHARMING UPPER CLASS TOUGH OUTDOORSY .

THREE APROACH ‡ SELF EXPRESSION ‡ RELATIONSHIP ‡ FUNCTIONAL BENEFITS .

OTHER DEFINATION BRAND ANATOMY .

BRAND ANATOMY ATTRIBUTES BENEFITS ESSENCE .

SIX TYPES ‡ Ritualistic brand .

SIX TYPES ‡ Symbol brand .

SIX TYPES ‡ Heritage brand .

SIX TYPES ‡ Exclusive brand .

SIX TYPES ‡ Belonging Brand .

SIX TYPES ‡ Legendary Brands .

BRAND IMAGE .

functional and psychological aspects of the brand. This includes its physical.G.‡ DEFINATION: The totality of the impressions about the brand. arrow shirts have premium image« ‡ ‡ ‡ ‡ ‡ Brand image has three components Product attributes Consumer¶s benefits Brand personality Brand image . ‡ E.

‡ E. ‡ Product-driven image: this image is the result of the product¶s performance. ‡ Sometimes brand image is influenced by the manufacturer¶s name besides the brand¶s own personality.‡ Brand image would stem from 3 sources: ‡ Provider-driven image is the image derived from the company/brand. tata & l&t signals quality in everything it makes. Van heusen shirts are an expression of a particular life style. Santoor toilet soap promises skin care through its contents. .G. This in turn depends on its ingredients. ‡ User driven image: This image is driven by the lifestyle of user.

action etc.BRAND IMAGE ± ESTABLISHED PRODUCTS AND NEW PRODUCTS ‡ Brand image of most established products is difficult to change. ‡ E. This is because the brand would have acquired a personality step by step over a period of time. mescos. the same problem might haunt bata which is finding jt difficult to compete with younger brands like woodlands.G. .

‡ E. ‡ Other researchers find that the country-oforigin has nominal effect on the consumer¶s ³perceptions´ of the brand. japanese proucts are preferred in catagories like cars.G. cameras. etc.BRAND IMAGE AND COUNTRY-OF-ORIGIN ‡ Several studies showed that brand image has a correlation with the country-of-origin. . vcrs.

Brand image and celebrity .

‡ Research on image built through endorsement of celebrities show that there are three aspects that influence a consumer¶s attitude of a brand. ‡ These are : ‡ Attractiveness ‡ Trustworthiness ‡ Expertise .

Aspects of a brand Attractiveness Image Elegant Beautiful Classy Celebrity Renuka sahani Madhuri Dixit Pataudi Product Whisper Lux ³Asian paints´ royale Khaitan fan Frozen vegetable Boost Rocker shoes Shampoo Bazooka Trustworthines Dependable Honest Reliable Knowledge Qualified Skilled Khaitan Seshan T.N. Kapil Dev Sachin tendlkar Naina Balsavar Amjad alikhan Expertise .

BRAND IMAGE AND IMAGERY .

‡ Image is the product seen from the consumer¶s perspective. ‡ Imagery is the consumer seen from the product¶s perspective. ‡ ‡ ‡ ‡ Typically these imageries fall in three catagories: Sacred Secular Mediating . ‡ It is what the consumers think about the product.

everybody from grand parents to grandchildren uses them.(E.) .g.‡ A Sacred imagery is where the product gets elevated to the metaphysical blue skies. chyawanaprash and parachute hair oil.

(pepsi¶s advertisement ³Nothing Official´ about it) .‡ A seclar imagery for a product is where the consumer would like to break the routine to do something new.

‡ A mediating image is something that skilfully weaves the use of the sacred and the secular in its imagery.a strinkgly modern women uses santoor talc but is shown as seeking the blessings of the elders. .G. santoor sandalwood Talc.(E.

one is likely to have a brand image of the product.BRAND IMAGE AND USER STATUS ‡ An interesting observation is that brand images are formed irrespective of whether the brand is being considered for purchase or not. ³brand image is the impression left in the mind of the prospect by the brand. E.G.´ . whether one is likely to purchase a maruti or not.

BRAND IMAGE AND BRAND PERSONALITY Brand name Lifeboy soap Brand personality Quality Brand image Reliable ‡ Brand personality is the sum total of all the significant tangible and intangible assets that a brand possesses. Brand Image is how the brand is perceived by the consumer. ‡ Leading manufac. In the words. Little hearts Puffed biscuits Distinct packing Hear shaped biscuit Technoloy Superior. brand personality is the cause while brand image is the effect. Novelty Attractive romantic .

it is not only just attractive but also sphisticated. ‡ PROMOTION only Is not the way to Build brand personality. ‡ E.G.G.BUILDING BRAND PERSONALITY ‡ The first step SINGLE MINDEDNESS (in communicating and preserving what might be called core brand values. . Marlboro cigarettes. This ³something´ is personality. Panteen shampoo ± in terms of packaging.) ‡ E. Every element of the marketing mix can be used to strengthen the brand¶s personality. ‡ It is well-known that 8 out of 10 brands the world over fail and the foremost reason for their death is that they have nothing distinctive to offer.

person and symbol.AAKER¶S FRAMEWORK ‡ Brand identity as defined by aaker is the sum of the brand expressed as a product organisation. .

Nirma is seen as a good product. denim talc would be seen as ³masculine¶. ‡ Brand as person deals with the question ³what happens to this brand when it becomes a person?´ ‡ E. for its price.G.G.‡ Brand as product deals with the accptance of the brand as a product itself. . E. coke symbolises the American dream. sunsilk shampoo as ³feminine´.G. ‡ E. ‡ Brand as organisation emphasises that a brand is successful among other things because of the organisation values it upholds. ‡ Brand as symbol deals with heritage and what the brand stands for.

.KAPFERER¶S FRAMEWORK ‡ KAPFERER represents brand identity diagrammatically as a sixsided prism as shown below.

dabur and zandu. the physique of Philips is ³technology and reliability´ while for the brand Tata it is ³trust´ ‡ Personality is same as Aaker. it answers the question ³what happens to this brand when it becomes a person?´ ‡ Culture symbolizes the organization. .G.G. ‡ E.‡ Physique according to him is the basis of the brand. its country-of-origin and the values it stands for. traditional brands like balsara. ‡ E.

‡ Reflection is the consumer¶s perception for what the brands stands for.G. coke¶s image more attract youth. ‡ E.G. E. the relationship with ³safola´ is safety. .G. benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world. E. ‡ Self-image is what the consumer think of himself.‡ Relationship is the handshake between consumer and the organisation.