Introduction to Brand

Imagine a person as a brand. She may be around 28 years of age, have fair features, a small build and be pleasant-looking. These would be similar to a product's features. When you get to know her a little better, your relationship may deepen, and you will be able to trust her, enjoy her company, and even miss her a lot when she is not around. She is fun to be with and you are strongly attracted to her values and concerns. These are emotions similar to the associations which people develop with brand personalities. People, generally, like people. So, if a personality can be created for a brand, it will be easier to attract consumers to the brand. As brands grow, as do human relationships, it is the emotional dimension that tends to become dominant in loyalty. Personality grows brands by providing the emotional difference and experience. Today is the day of consumerism; consumer is the king of market. Psychological boundaries between the countries are eliminating day by day. The use of marketing is rapidly increasing in order to cater for the needs of the consumer on global level in these days duplication of particular product or service is much easier and it takes little time with stiff competition existing it is the ¶Brand and its Pers onality· which distinguishes itself from the competitors existing in the market.

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´A brand is a sellers promise to deliver consistently a specific set of features, benefits and services to buyersµ Philip Kotler.

A brand stands for something to customers. The brand is the pattern of attributes that may be tangible or invisible, rationale, or emotional. The consumer·s perceived value is directly related to the brand. Brand is one of the great differentiators, one of the great barriers, to entry. It is what that makes category leaders or brand leaders, and makes it difficult for others to compete. Brand also allows an organization to broaden their products and services. A strong brand promotes or embodies organizations core values clearly with your audience. A brand helps to excel the reputation and profile of an organization; and helps the organization to protect itself from competitors. ´If you can build powerful brand, you will have a powerful marketing plan. If you can·t then all the advertising, fancy packaging, sales promotion and public relation in the world won·t help you achieve organizational goals.µ - Al Ries& Laura Ries. A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies. It is a product, service, or concept that is publicly distinguished
from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept.

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What Makes An Excellent Brand?
A good brand communicates a clear message about what it stands for and how it differentiates itself from its competitors. An excellent brand persuades a market that their lives will be better by attaching themselves to said brand, and without it, their lives would be greatly lacking. Stemming the market positioning, customers understand and internalize the brand through its consistent use. Each touch point within the customers· experience should seek to reinforce this same, consistent message. With a well-crafted strategy, a good brand begins to look more like a belief system, or a cult following than anything else. It takes on a vibrant life of its own, and customers will stand behind the brand, adopting its claims and evangelizing it to others whatever that message maybe (even so much as if what one is claiming is not necessarily true). Major national brands (Super Brands) know this and use it to great effect. Coke has us believing it is ¶The real thing· and no other poor excuse for a cola will do. BMW owners believe they have the ¶Ultimate driving machine·, rather than just another ordinary, German-made luxury car. These brand promises have grown beyond mere slogans, they have evolved into living mantras for the company and their followers, aka: clients, consumers, customers. Though a brand is oftentimes mistaken as a variety of different things, it·s important to understand its ambiguous nature. A brand is not simply the logo, nor the visual identity. A brand is not the product, the service, the slogan or the advertising campaign. A brand is not even controlled by the company behind it. Rather, a brand is a collection of perceptions that reside in the mind of the consumer/customer. It is the gut feeling a customer has about the company (thus, your brand). There cannot be direct control over the brand it can only be

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supervised. Every interaction the customer has with the Brand or with company it influences their perception. The product experience, customer service, slogans, ads, and even product manuals all contribute to the customer·s perception of the company, service or product. The company job is to cultivate, guard, and maintain a strong brand ² the rewards of which are consistently loyal customers and a continual increase in customer preference.

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Essenti ls of a Good Brand
Bran mean gi ing an attracti e name or symbol to the product by

which it will be identi ied in the market. Branding is very important in this age of mass production and distribution of identical products. In the absence of branding, product cannot be distinguished and quality cannot be guaranteed. It is necessary due to various reas ons such as availability of identical products in the markets, ever increasing market competition, growing importance of packaging, advertising and publicity and need to build brand image in the minds of consumers.

Sim licity

Im eressive

Essentials of Brand Personalities


Pleasant Association

j Sim licity: A good brand should be simple, brief and easy to pronounce. This gives convenience in identifying the product by the consumer. In addition brevity is an essential feature of a good brand. Bata, Lux, etc. are good brands as they are simple.










Stable Life


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j Impressive brand: A good brand should be impressive and appealing in colour and design. This creates quick attention for the product.j Distinctive: A good brand should be distinctive. The nature. use and purpose of the product should be clearly suggested or indicated from the brand itself. It should not become old fashioned or out of date after one or two years. It should be for long period of time. j Suggestive: A good brand should be capable of describing the characteristics of the product. Nirma. Consumers should remember it easily. Hindustan Motors ² Ambassador. Cadbury·s ² Dairy milk chocolate. Enfield -Bullet. j Pleasant Association: A good brand creates pleasant association in the minds of the customers. This gives independent and distinct identity to the product. Page | 6 . Wimco ² Ship matchbox. j Stable life: A good brand should have stable life and should not be affected by time. Brands become successful or popular due to unique and impressive words used. Amul. This develops loyalty among the customers for the products. ¶Gandhi· a brand.

The use of a star and of his or her personality help marketers position their brands. what kind of person would he/she be. This renewed interest for a rather old concept (brand personality) signals that the metaphor of brands as persons is held as more and more pertinent at a time when marketing stresses so much the importance of creating relationships Page | 7 . it has for long been recognized that brands could be said to have a personality. and the pioneering scale of brand personality proposed by J. Endowment may merely give the brand a meaning in the consumers' eyes Levy. as any person has a personality. In other words consumers could perceive a congruence between their (ideal or actual) perceived selves and that of the star. a new stream of research is born. Aaker. with what personality? In fact consumers do perceive brands as having personality traits. Since 1997. the personification of brands has been frequent since celebrities endorsed brands. and can even seduce consumers who would identify themselves with these stars. That is why we may think that brand personality has a role to play in the construction and/or management of brands. these traits were actually significantly correlated to medical prescription. hence of the brand. Recent research has even shown that medical doctors (generalists as well as specialists) had no difficulty in attributing personality traits to pharmaceutical brands. more. consumers have no difficulty answering metaphorical questions such as: suppose the brand is a person. In any case. in focus groups or depth interviewing.Brand Personality Introduction In practice. Beyond this specific advertising strategy.

but brand identity has more facets than the personality facet alone. we argue that one needs to a stricter definition of brand personality. One should recall that Personality and other concepts used in marketing (such as self. In this. Most of the topics are now based on the personality scale recently developed as first trial to measure the concept in the field of marketing. or values) derive from psychology. to avoid the present state of conceptual confusion in branding research and to allow brand personality to be a rich and most helpful concept to understand and manage brands. Certainly brand personality is a useful concept.with brands. Page | 8 .

Brand management theory and practice have nothing to gain from the present state of unchallenged conceptual confusion.Meaning and Definition Brand personality can be defined as "the set of human characteristics associated with a brand" -Aaker 1997 Developing brand personality is the crucial factor for brand success as it helps to differentiate brands. the current scales of brand personality in fact do not measure brand personality but merge altogether a number of dimensions of brand identity which need to be kept separate both on theoretical grounds and for practical use. S. Advertisers and marketing practitioners have been the first ones to coin the term brand personality. Though brand image enhancement is indeed a serious challenge to brand managers. unchallenged on their validity. Since 1997. there is little research to support managers in choosing between alternative strategies. King Page | 9 . P. ´People choose their brands the same way they choose their friends in addition to the skills and physical characteristics. well before the academics studied and accepted the concept. develop the emotional aspects of a brand and augment the personal meaning of a brand to the consumer. As early as 1958. and specific scales have gone widespread use in academic circles. literature and research on the concept of brand personality is flourishing. they simply like them as peopleµ.Martineau used the word to refer to the non-material dimensions that make a store special. However. Brand personality is certainly a key facet of a brand identity. its character.

the company's employees or CEO. attitudes and beliefs. because the personality traits of the people associated with the brand are transferred directly to the brand. product category associations.Bac round The traditional view is that personality traits become associated with a brand through the people who represent it .such as the typical user of a brand. Nevertheless. The results support the assumption that brand personality dimensions differ in their nature and come from different sources. Perceptions of human personality traits are inferred on the basis of an individual's behaviour. advertising style. They can be formed by not only direct but also indirect contact that the consumer has with the brand. This way to form brand personality is described as the direct way. symbol or logo. according to Aaker (1997) brand personality can be formed in different ways. The most important sources of Competence and Sincerity are company-level sources such as company·s moral values. It is based on the notion that human and brand personality traits share similar conceptuali ation. perceptions of brand personality traits have a more diverse origin. physical characteristics. and demographic characteristics. the CEO and company © ¨§ Page | 10 . This means that personality traits can be associated with a brand through product-related attributes. brand name. and distribution channel. Thus. there are diverse sources of brand personality and the question is how marketers can understand and use them to develop desired personalities for their brands. price. However. and the brand·s endorsers.

Page | 11 . Sophistication and Ruggedness seem to be formed to a large extent by brand symbols such as endorsers. symbols (endorser) and advertising style. Excitement seems to be formed by a blend of company-level sources (employees). typical brand users. and brand name and brand logos.employees.

here are the results of consumer research into how people feel about two companies. trustworthiness. To illustrate how people think in personality terms when making judgments about brands. This is not a belief. and these can be used for putting personality into brands. how would you describe them?" their replies were: Company A Sophisticated Arrogant Efficient Self-centred Distant Disinterested Company B Easy going Modest Helpful Caring Approachable Interested Page | 12 . reliability. When asked the question: "If these two companies were people. friendliness. It is to these likeable values and characteristics that people are inevitably attracted.Values and Characteristics People's personalities are determined largely through the values and beliefs they have. An example of a value or belief is honesty. An example of a characteristic is confidence. but more of behaviour. caring. Examples of these include dependability. and fun-loving. many values/beliefs and characteristics that a person may have. There are about two hundred words that describe personality characteristics. Many people believe in being honest in everything they do and say. and other personality characteristics they develop. There are. honesty. but there are some that are particularly likeable. of course.

the greater will be the willingness to buy the brand and the deeper the brand loyalty. The closer the brand personality is to the consumer personality (or one which they admire or aspire to). A further point of interest is that people tend to prefer brands that fit in with their self-concept. If you were asked which of these two companies you would like to be your friend. It is not surprising that the service level of Company B can be a better experience for customers than that of Company A. Everyone has views about themselves and how they would like to be seen by others. And they tend to like personalities that are similar to theirs. Thus. then the brand image of Company B will be much better than that of Company A.These two companies are competitors in a service industry. It is also easy to conclude that if consumers consistently experience these differences between the two companies. Page | 13 . as did 95% of other respondents. creating brands with personalities similar to those of a certain group of consumers will be an effective strategy. you would probably choose Company B. or to those whom they admire.

signal value and symbolic clues expressed through both the direct and indirect sources of brand personality are coherent to ensure that the consumers experience. So rces of ra erso ality   Direct So rces I irect So rces Direct Sources of Brand Personality The set of human characteristics associated with the stereotypical brand user. The direct and indirect sources of brand personality shape in interplay the full picture of brand personality and it is important that the behaviour.        Page | 14 . These human characteristics can be of both a symbolic nature. perceive and evaluate the brand personality as authentic and true to its own nature. the CEO.ources When developing a brand personality. The direct sources of brand personality are always ¶person-based·. like sophistication. Richard Branson. brand managers have direct and indirect sources of brand personality at their disposal to create and shape the desired brand personality. like age. advocates new thinking and doing things differently through all the products inherent with the virgin brand. etc. brand endorsers. or they can have a demographic nature. The founder of virgin. company employees. social class.

functional and tangible aspects that can be experienced by the consumer. like the price.Richard Branson is very visible as a CEO of his personality helps promote a certain Virgin brand personality to consumers. by choosing different vehicles of communication. For example. Indirect Sources of Brand Personality All the decisions made about the physical. as is the case with the direct sources of brand personality. They contribute to the brand personality indirectly by giving the consumer clues about the brand personality. Page | 15 . the sources of brand personality are indirect. since a vehicle of communication is used. MTV is expressing an exciting brand personality through its events. website and advertising. Brand personality can also be transferred indirectly from management to the brand. A company with the strong brand personality does not need to have a very visible CEO advocating a certain brand personality. shape distribution and promotion are the indirect sources of brand personality. sponsorships.

who research their target audience fastidiously. The approach is ideal for brands that adopt a market-niche strategy. the company has to decide what personality traits the brand is to have. The process will be Define the target audience Find out what they need. One way is to match the brand personality as closely as possible to that of the consumers or to a personality that they like. There are various ways of creating brand personality. This profiling approach aims to reinforce the self-concept of the consumers and their aspirations. For Levis the result is a master-brand personality that is: Original Masculine Sexy Youthful A related product brand personality (for a specific customer group) such as Levi's 501 jeans is: Romantic Sexually attractive Rebellious Physical prowess Both profiles appeal mostly to the emotional side of people's minds . want and like Build a consumer personality profile Create the product personality to match that profile This type of approach is favoured by companies such as Levi their feelings and sensory function. and can Resourceful Independent Likes being admired Rebellious Individual Free Page | 16 .Creation Whether a brand is a product or a company.

people make judgments about products and companies in personality terms. Page | 17 ." or "That offer doesn't smell right to me. It is the personality of a brand that can appeal to the four functions of a person's extremely successful if a market segment has a high degree of global homogeneity. as is the case with Levis. "I don't think that company is very friendly. then how can a company create a personality for its product or for itself? The answer lies in the choice and application of personality values and characteristics. Given that this is true." "I just know that salesmen is not telling the truth about that product." "I feel uneasy when I go into that branch. Many of the world's most powerful brands spend a great deal of time putting personality into their brands. For example. They might say." Their minds work in a personality driven way.

meaning that the personality must be in line with what the company is able to deliver and live up to. Step 2 -Uncover the Social and Individual Level Of Consumer Self. Once the right brand personality appealing to the wanted group and type of consumer self has been created the brand must be continuously monitored. Uncover if the brand is used to express the individual self. Uncover if the brand personality primarily helps consumers express the individual or social self. This clinical Page | 18 . explore if it is the actual. Step 4 . The brand personality must be authentic. Brand personalities evolve and can be altered or diminished with the personality profiles of stereotypical consumers. Step 3 -Elaborate The Understanding Of How The Brand Personality Interacts With Consumer Self.Create and Alter the Brand Personality.Creating Brand Personality In Accordance With the Consumer Self Construct Level 1 Uncover Internal Potential Step 1 -Uncover Internal Potential. Uncover internally what brand personality is viable for the company to create. ideal or desired self the brand appeals to.

also named the sources of brand personality. or endorsers of the brand also affect how the consumers ultimately will perceive brand personality. price and distribution channel affect how the brand personality will be perceived by the consumers. Consumer perception of a brand personality are formed and influenced by all the direct and indirect contacts the consumer has with the brand or the other users of the brand. the CEO. The direct sources of brand personality are: the set of human characteristics associated with the typical user of the brand. logo.process of how the brand evolves in interaction with the personality of different consumer target groups must be closely monitored and adjusted to make the best of the brand. style. Page | 19 . The personality traits are a more nuanced description of the behavioural character traits that must be built into the brand personality and expressed through all the different sources and modes of communication that the brand uses to express personality. the employees of the company producing the brand. but also brand communication like brand name. Personality can also be transferred indirectly to the brand through the product-related attributes and product category associations. These steps can serve as the basic template for creating a suitable brand personality.

It is the most difficult step. and to what extent it could withstand in the competition. Cadburys created the brand personality Page | 20  . Trends It is always necessary to know the trend in th e m arket. The company has to create the brand personality in the market as per the market psycho. It can be done with th e following tools of customer analysis. Th e customer is the key factor around which the successful brand revolves. as it should not sup press the core value of the brand. it acceptability. Trend in the mark et helps to get the clear picture of th e brand personality to be created.Strategic Brand Personality Analysis Strategic Brand Personality Analysis Customer Analysis Trends Motivation Unmet Needs Competitor Analysis Brand image/ identity Strengths. strategies Vulnerabilities Self Analysis Existing brand image Brand heritage Strengths/capabilities Organi ation values I. Customer Analysis Customer analysis is th e most important factor wh en a brand personality is created. To know wh at the customer things about the product and to make the product a brand there should be a prop er an alysis of the customer.

Seg men tatio n Brand personal ity is the un ique identity o f th e product and has the impact on m ind of the m ark et. Th e cautious bran d alway s k eeps the track about its com petitor its rival. II. To hav e a brand sold. This needs evolve out of des ire to have a b randed pro duct and ends with the us e of the product as the desi re arous es fo r the product. its m ark et Page | 21 . The bran d personali ty has a core value and this value tak es the rig ht custom er for the com pany . Thus it acts as the m otivational factor for the targ et audience of the brand. This needs can be satis fied only when the comp any has a particular brand personality with the s atisfy ing m eans.with the objectiv e of capturing th e com plete mark et s egment not limiting top children·s but covered the entire society. Unm et Needs There are som e needs th at are hi dden that are just the needs of the perceptional factor. Taking opportunity in the mark et that no one else prom oted their Brand as they fash ioned. People shell out not for their need but for their im ag e. it requires to b e ham m ered and this happens as an d when the m ark et s ays about b rand. Competitor Analy sis The com peti tors are the g reatest teachers in the m ark et. Motiv atio n It is the facto r that influences the m ark et to as very high extent. Segm entation of the m arket m eans the proper distri bution of m ark et as per th e clas s of the m arket tak ing into co nsideration th e different k inds of the custom er into the m ark et.

in the m ark et. And what·s so un ique about the brand so that it can always b e no. Streng ths The brand personality is the identity of th e product in th e m ark et. The s trategies us ed by the competitor should always be kept in consideration while. On the basis of Brand Im ag e It is the way in which the b rand is look ed after in the m arket. To carry out the s elf-analysis the b rand needs to underg o som e steps and understand the fol lowing. which cannot be washed out in a day . For this it is essential to hav e the im pact of th e particular bran d personal ity on the m ind of the people.defender. Hence it is very im portant to once create Page | 22 . the brand is ru nning in the mark et. which prevails. How the people look over the p articular brand when placed ov er wi th the com petitor brand. it is such. 1. Thus the competitor m ay tak e the advantage of particular class in the mark et. Existing brand Imag e Brand h as an identity. What respon se th e brand has in comparison with the com petito r prod uct. The way every individual looks after the p ro duct is different. Vuln erabilities u There are number of behavio rs in the m ark et. It can only m aintain it when has a co re value and that is un ique th an the co mpetitor brand. wh ich has a comm on way of approach. III. Self-Analy sis The brand has to m ak e its self-analy sis on the bas is of which it shoul d evaluate it in the m arket. And the way they think about it are unique. and m ay enter in with som e another brand p ersonalities m aking competition tougher.

It has to kno w how far it has to run in the race. Brand Heritag e The history of brand that tells about the b rand to the m ark et an d creates the s eparate identity for the brand is known as brand heritag e. And on ce the com pany do that they hav e to just focus on their k ey factor. It has to k now ho w to stan d in the m ark et. This is the mos t sig nificant story in the process o f brand building. Hen ce the values that are in th e b rand directly reflect the values of the org ani zation this creates the impact on the custo m er. but th e brand repres ents an org anization. It has to concentrate on its core values and to develop s om eth ing m ore in it to m ake it mo re uniq ue in the m ark et. Page | 23 . It has to k now its capabilities and the s elf-study o f its elf. Org anizatio n Values An org anization m ean s a lot for a brand. Streng ths A brand has to know ho w s trong it is. wh ich th en b ecom e the USP of thei r brand.the im ag e or position in the m ark et. as the org anization builds up a bran d.

professors. Some. the concept of ´brand personalityµ is found deep within marketing textbooks « the realm of consultants. In a noisy and crowded marketplace ² one with competing images. and so on. promotions. it is integral to their brand·s experience..De-mystifying Brand Personality ² ´It·s All In Customer ´ The struggle of every brand is the urgent need to connect with targeted customers. The critical difference is that some brands focus on it. Likewise. however. evoke feelings « others are bland. strategic positioning . however. Often. As marketers. and exploit it. and messages ² how do great brands break through and create powerful differentiation and real preference? Like courtship in a crowded room.. And through that. and lengthy whitepapers. They demonstrate a ´personaµ that extends well beyond their brand·s functional benefits. often enjoy creative catch phrases to de-scribe marketing propositions « brand essence. they are able to create greater depth and dimension for the brand « one that connects with customers on multiple levels. If a brand were a person: How would you get to know me? How would you get to like me? How might you develop real feelings for me? What would be the basis of our relationship? Some brands have charisma. every brand·s got it ² brand personality that is. First of all. To them. understand it. service interactions. and customer relationships. Page | 24 . brands have a fundamental need to standout « to be noticed « to demonstrate their in -innermost beliefs « and to touch customer·s motivations and preferences. it is discussed in disassociated terms ² removed from the realities of a brand·s strategic and tactical efforts.

and comfort. personable. products. their décor. It is demonstrated through their service interactions. their product offerings. Personality gives a brand dimension and depth. warmth. Rather. and their corporate culture. whole-experience. services. and experiences? Some brands have well defined personalities. freshness. In saying this.Brand personality can·t be conceived as just a marketing tool « invented through creative genius and embedded in advertising slogans. whole- organization mind-set. youthful. Page | 25 . It can breathe life into inanimate images. brand personality is a whole-brand. It can be the cornerstone for service delivery « and connecting emotionally with customers. and friendly « a refreshing escape. one asks: Is our brand·s ´personalityµ unique and differentiated? Is it authentic and real? Does it energize and excite? Does it create value? Does it strike images in the targeted customer·s mind « ones that resonate and motivate preference? Does it bring to life the brand·s promises. their packaging. Starbucks· is outgoing.

MTV. To contrast this. Cricket Wireless is ´everymanµ « comfortable. Nike·s personality is unabashed « aggressive and empowering « somewhat self-important. It is about achievement and winners « a passion for competitiveness. and relaxed. Page | 26 . on the other hand. and breaking conventions « a loud shout for independence and freethinking. individuality. welcoming. is a total expression of youth.

Consider Home Depot versus Lowe·s. all these things « and much more. It isn·t a marketing invention. a marketing guru wrote of personality as ´a brand·s outward face. masculine « yet passionate about home Page | 27 . Demonstrates a Brand·s Passion and Expertise « Defining the Brand·s Ultimate Purpose and differentiatingit from the Competitive Set. It is understood and interpreted by the customer ² and exists in the customer·s mind. It is. Style. it is an inner soul. Communicates an Over-Arching Tone.Role of Personality in Revealing a Brand Recently. however. brand personality has both depth and multiple facets « and reveals four basic qualities of the brand. or a training indoctrination.µ Rather. a media campaign. Projects the Brand·s Core Values and Beliefs « Describing How Customers can Expect to be Treated. Consider brand personality as the ´voiceµ behind a brand·s values « a brand·s competitive positioning « and a brand·s functional attributes. Creates an Affinity with Targeted Customer Segments « Touching and Energizing their Motivations. Home Depot·s personality is somewhat dishevelled. and Attitude about the Brand·s Experience and Customer Interactions. Personality communicates and projects these through human traits. Great brand personalities are multi-dimensional. As with humans.

professional « somewhat stiff) versus Apple (individualists. and personality to address it. merchandising. The brand under-stands this « and has been trying to adapt their product selection. gardening. on the other hand. innovative) versus Microsoft (aggressive. freethinkers. arrogant). slightly snobbish. Given that women are making more and more home improvement decisions. and repair. Home Depot has a longer-term personality problem. Whereas Home Depot penetrates more against males. is highly organi ed.improvement. Lowe·s indexes higher with females. formal. Lowe·s. artsy. It·s all about « ´how they speak to usµ « ´how they touch us. con-temporary. controlled. and fashionable.µ ! Page | 28 . main-stream. It·s tool time. Consider MTV versus CNBC ² or IBM (corporate.

service standards. It is demonstrated through everything a brand does including product design.µ SWISS has developed a touch-point strategy where identity. imagery. and employee celebrations. merchandising. and even smells. " brands communicate and demonstrate Page | 29 . innovation. reliability. empowerment. Likewise. Personality is similarly influenced by the sales team. Like SWISS. back-ground sounds. With a competitive signature of ´a new airline with 97 years of experience. The demonstration of personality across touch points is a keen strategy for many new. executive interaction and the tone of company·s annual report. The new SWISS airlines ² the re-birth of the previous ² are international developing carrier a distinct ´personalityµ « wissness: prestige. It is nurtured and defined via employee selection criteria. Building on this. and through every customer interaction. high-growth brands. and a passion for flying. signature elements.Touch-Points A brand·s personality ² for good or for bad « whether bold and challenging or bland and forgettable ² is the cumulative. at call centres. training. efficiency. many brands create unique environments to convey and energize their personalities. some undergoing re-vamp and re-birth are also focusing on personality and touch points. décor. innovative personality across the web. customer experience across all of the brand·s touch points. personality. and service signals are integrated with this distinct personality to connect with customers.

passionate personality.Virgin Atlantic is a case in point. Likewise. ´Virgin Atlantic creates personality in part through its décor and surroundingsµ Page | 30 . This is further energized by their use of avant-garde décor. Their hot red colour communicates an aggressive. in-your-face. Starbucks has mastermind environmental design to convey their personality.

differentiated personality « a stylish statement that is noticeably distinct from other economy brands « and run-of-the-mill mainstream cattle-carriers. Martha Stewart. Cricket Wireless· ´bright. and their customer service interactions. their employee training. Some of the most ´personality-orientedµ brands are dramatic representations of their founder·s own personality. Southwest Airlines· ´every-manµ personality is evoked in their warm colours. Charles Schwab. lime green sofaµ communicates this brand·s relaxed. comfortable. Page | 31 . This ´residentialµ cue supports the brand·s positioning that cricket can be a replacement for your home phone. their merchandise drives both brand identity and a unique flair interesting. and Richard Branson « have built powerful brands that are energized by their personalities. Herein. Steven Jobs. it·s the cumulative impact of all these cues « all these images « all these interactions that brings a brand·s personality to life. Herb Kelleher. residential personality. As such. inviting and personable.Personality ² Attitude & Tonality Visual cue play an important role in signalling a brand personality JetBlue·s ´blueµ and their high-fashion. Additionally. You hear it « you·re aware of it. designer uniforms signal a strong. Starbucks· signature music cues a multicultural personality « one that doesn·t just fade into the background. Just as distinct.

µ As Theresa Johnston noted recently in Stanford Magazine when talking about the company·s founder. is all about ´demystifying investing « demonstrating great know -ledge and expertise.The Charles Schwab brand·s personality. ´This. approachable personality. sums-up the opportunity to create depth and dimension through brand personality.µ This clearly builds on Charles Schawb ´the man. for example. Page | 32 .µ Schwab himself is quoted as saying ´personality is to a man what perfume is to a flower. ´Schwab dresses impeccably but projects an easy-going. in essence.

brand personality can be a powerful asset. Their provocative personality played an important role in creating developer and investor excitement. trendy. Target Stores comes to mind. well- Page | 33 . Even in non-experiential segments. at best. and different from. With targeted customers. they·ve focused on building personality ² this in an industry where personality. Their personality is backed by « ´Quality. Over the past 5-years.µ As described in Target Corporation·s 2000 annual report. By offering innovative. personality has enabled this venerable brand to remain fresh and relevant. trend-right merchandise. unique product designs. their buzz stimulated interest and motivated trial. Target·s personality of ´young. We strive to provide our guests with a shopping experience that is consistently better than. plays a secondary role. Long-term. and stylishµ contrasts with the typical perception of dowdy discounting (AKA: Wal-Mart and K-Mart). whereas others may have come and gone. as they seek to create noticeable differentiation and generate trial in crowded market-places.Power Building Brand personality is also playing a powerful role in the introduction and growth of new brands. ´Tar -get Stores [growth] is propelled by our ability to protect and enhance our distinct brand character. and innovative lifestyle statements. their experiences at our competitor·s stores. Victoria·s Secret was an early innovator in this area.

resourcefulness. and re-connect on brand Chairman Bill Ford·s current brand spots are designed to create a brand personality that connects the heritage of the Ford family (e. like Ford Motor Co. Page | 34 . Even weak brands attempt to make a virtue of their personality or the lack thereof.µ What can brown do for you? The objective is to demonstrate the brand·s personality attributes of reliability. compelling prices. Bill·s personable. and partnership. hard work. candid tone ² and a montage of historical footage overlaid with contemporary images ² combines to connect with targeted consumers. both current ´brand loyal. Their current marketing thrust creates personality around ´the amazing colour brown. The Gap comes to mind. have chosen to rediscover personality.µ as well as defectors..: personality traits of honesty. we deliver excitement and value. Others. Some brands had personality « and lost their way.g. attractive stores.designed merchandise. and clean. UPS ² case in point. and a passion for automobiles) with Ford·s current offerings. toughness.

This started with MTV·s early VJ·s « and has attained cult-like status with programs like Splits-villa. and true market demand are much more important. motivations. personality is in the eye or mind of the beholder. MTV. supporting promotions. it can nurture trust and comfort. and educated. Fundamentals Clearly. Brand personality communicates expectations and reinforces decision-making. classy. and interactive applications built around real-people that reflect the brand·s personality. those ´outside the brandµ tend to see American Express as sophisticated. and values of its targeted customers. has focused on creating programming. and The Real World. quality service. Page | 35 . Roadies. Some brands build personality by well building personalities. The basics of sound product design. dignified. For example. and condescending. loyal users of American Express view the brand·s personality as sophisticated. brand personality can greatly energize and excite ² creating value and differentiation. On the other hand. brand personality is not a panacea. for example.Reflections A brand·s personality must reflect the perceptions. But building on these fundamentals. At the same time. snobbish. In saying this.

as well as behind the scenes. They are demonstrated and reinforced throughout the brand·s entire experience ² both in front of the customer.´Starbucks creates personality through merchandisingµ Strong. It must be authentic and deliverable « and driven by conviction and strategic discipline. Page | 36 . proprietary personalities are multi-dimensional.

if there is something about it that closely resembles its equivalent in the target culture. The translators need to be native speakers and trained professionals. for instance. But how does a company with a distinctive personality in its native market translate that ineffable charm in a foreign market? Does personality translate? It does if it finds the right niche and the right voice in the target foreign market. It pays to work with the Page | 37 . It does if it feels like the personality is familiar . who are steeped in the culture and customs of the target market you are trying to reach. That aura was established early on when those most likely to be driving Harley's were the wild bunch of society. The brand personality is not in the tires or engines or other tangible features. that it is represented in the USA? If not getting it wrong could destroy the effectiveness of an entire marketing campaign. Those nuances come about only when native speakers are used in the development of foreign market marketing strategies. Is the "creative type" represented the same way in Spain. It does if it speaks to that niche in a seamlessly correct accent in a seamlessly correct jargon.Does Brand Personality Translate? Harley-Davidson's brand has always projected an aura of wildness and danger. Today the aura lingers and still appeals to something deep in the psyche of the young professionals who buy most of the brand's products. it is in the raw sound of the Harley that evokes a sense of outlaw in the most law-abiding rider. Some stereotypes themselves are bound up in cultural characteristics that are not consistent beyond the bounds of their culture of origin.

favourite translation services consultancy before one start.which means that brand personality is best developed by a deep understanding of the relationships customers have with your brand rather than how various features should affect them. That understanding comes about most easily with clients who allow participating in their on-going foreign-language marketing development efforts. "WOW" Page | 38 . brand personality develops and real customer relationships begin to happen as naturally as a native speaker saying. Company should distinguish themselves from other translation services providers by providing a personal service that goes beyond a superficial understanding of the clients' businesses. Those relationships can be nourished by advertising and marketing but only real connections can be sustained over time. When that happens. that one seek to understand and develop foreign-language customers' relationship with clients' brands. And real connections mean that your messages sound as if they were crafted by native speakers. The brand personalities that work best and last longest are those that emerge from the kinds of real connections that customers make with a particular product rather than those that are artificially imposed on them by advertising .

flow from this thesis. In all these cases.The Importance of Studying Brand Personality across Categories Not just brands.µ just as beer companies have tried to increase consumption by women by making them seem less ´masculine.µ not just for children. to make its consumption more attractive to a broader target market. market leaders often need to modify an entire category·s personality. a major avenue for revenue growth in companies today is the extension of their existing brands into new categories. but products possess characteristic personality. Thus in recent years Coca-Cola sought to make diet Colas more appealing to men by making these drinks seem less ´feminine. Many companies also seek to leverage their existing brand assets via licensing deals to other manufacturers in other categories (such as Caterpillar and Harley into shoes and boots. Such attempts clearly call for the systematic. or via co-branding promotions and arrangements (such as Coach with Lexus. while the Milk Board attempts to portray milk consumption as ´adult. which are important to marketing managers. both made by Wolverine Foot wear). or HarleyDavidson and Eddie Bauer with Ford trucks). First. requiring the systematic study of many candidate categories on ´personalityµ and ´imageµ dimensions to see which ones best ´fitµ and ´matchµ the personality of the brand being extended. Several consequences. Second. empirical study of the personality of various product categories. the company that owns the high-equity brand needs to explore which of many candidate product categories represents the highest-potential Page | 39 . demonstrated with an illustrative example.µ Marketers of scotch and cognac liquors run campaigns to make these drinks seem more ´hip/coolµ and less ´formalµ.

even when the object of study is one particular category.licensing or co-branding opportunities. And research seeking to create a generalizable brand personality measurement inventory naturally collects and analyses personality data on many brands from multiple categories. of course. which collects data on brands from a large number of categories and analyses them jointly. and do not need to utilize data from several product categories. and used to help explain differences in brand preference data.µ for otherwise it could confuse the two. it is important to partial-out those aspects of brand personality which are category-generic to identify those which are truly Page | 40 . while George Bush was seen as similar to brands Dunkin Donuts and Bud Light. Third. by studying the personality characteristics of these categories in depth. for instance. as is done by the well-known Young and Rubicam Global Brand Asset Valuator. Even here. any factor analysis of a pooled brand category data matrix must partial out the ´category personalityµ from the ´brand's personality. however. an analysis showed that presidential candidate John Kerry was perceived as similar to Starbucks and Heineken. when these singlecategory brand personality data are analysed to assess the differentiation of one brand from another. by showing which brands in other categories are seen by consumers as being similar to it in a personality sense. In all these cases. that most analyses of brand personality are conducted entirely within one relevant category. Such cross-category analogies are frequently used as sources of insight into brand personality Brands from multiple categories are also often compared and ranked on their personality strengths and weaknesses. Recently. there are many occasions when a researcher might wish to collect and analyze the personality data of brands coming from multiple categories. It could be argued. Such data analysis can often offer substantial strategic insight into the ´meaningsµ of a particular brand.

however. if the ´category-genericµ aspects are not drivers of final brand choice because they are common to all brands in that category.differentiating (´points-of-differenceµ). It could also be the case. It could be argued that the latter ought to be possibly more predictive of brand preference. that brands which best capture a category·s mythic ´desiredµ personality might gain in preference. since their brand personality is now most ´relevantµ to consumer choice criteria in that category . Page | 41 .

Spirited. To see how the relationship basis model works. a lawn service. conservative personality might be boring but might nonetheless reflect characteristics valued in a financial advisor. and even Coke. Page | 42 . A trustworthy. consider the personality types of people with whom you have relationships and the nature of those relationships. family oriented. up-to-date. especially if they need a banker or a lawyer. Pepsi fits this mould more than Coke. and old-fashioned (Sincerity):This might describe brands like Hallmark. outgoing (Excitement): In the soft drink category. The concept of a relationship between a brand and a person (analogous to that between two people) provides a different perspective on how brand personality might work. it might be enjoyable to have a friend who has these personality characteristics. Some of the types might be as follows: Down-to-earth.The Relationship Basis Model Some people may never aspire to have the personality of a competent leader but would like to have a relationship with one. Kodak. genuine. The relationship might be similar to one that exists with a well-liked and respected member of the family. young. Especially on a weekend evening. dependable.Brand Personality . or even a car--consider the Volvo brand personality.

condescending (Sophistication): For some. influential. Two elements thus affect an individual's relationship with a brand. which is analogous to the relationship between two people. and Wells Fargo (versus Bank of America) are examples. Athletic and outdoorsy (Ruggedness): Nike (versus LA Gear). Pretentious. there is the relationship between the brand-as-person and the customer. there is the brand personality--that is. Mercedes. this would be BMW. When planning an outing. or Lexus (with gold trim) as opposed to the Mazda Miata or the VW Golf. First. the type of person the brand represents. Marlboro (versus Virginia Slims). Page | 43 . minister or business leader. wealthy. perhaps that is what a relationship between a business computer and its customer should be like. Second.Accomplished. competent (Competence): Perhaps Hewlett-Packard and the Wall Street Journal might fit this profile. Think of a relationship with a person whom you respect for their accomplishments. such as a teacher. a friend with outdoorsy interests would be welcome. The relationship could be similar to one with a powerful boss or a rich relative.

WordPerfect. Posner suggests that brands can provide these roles by being either an "inspirational" or a "trusted" associate. Others are serious and command respect. A focus on the friend relationship rather than the brand personality can allow more scope and flexibility in the implementation of the brand identity. and caring. Noting that people cope by developing escape mechanisms and meaningful friendships. dependability. wants to be considered a friend. and clutter. He further suggests that the chosen relationship should be the centrepiece of brand strategy and execution. but its friend relationship is a bit different. a software company that has always been a leader in customer service. Fred Posner of Ayer Worldwide has observed that people live in a world characterized by stress. and is an enjoyable person with whom to spend time. understanding. Neon Page | 44 . is someone you like. Still others are just comfortable to be around. A friend relationship can involve very different brand personalities. Aiming at the under-thirty crowd. Dodge Neon. Posner believes that either relationship can be the basis for real differentiation and competitive advantage. is comfortable.The Brand as a Friend One important relationship for many brands is a friendship link characterized by trust. Others are reliable and unpretentious. treats you with respect. alienation. would rate high on the friendship dimension. Some friends are fun and irreverent. like Saturn. Escape can take the form of inspirational relationships which provide a social lift or trusting relationships which provide some expertise or knowledge of a subject in which a given person is interested. A friend is there for you. General Foods defines brand equity as a "liking" or a "friendship" relationship between the customer and the brand.

In contrast. the Saturn customer relationship is quite a bit more serious and adult in nature.brand strategists have adopted a light-hearted tone reminiscent of the VW Beetle personality. The introductory ads showed a white Dodge Neon facing directly into the camera with the word "Hi" over the car. as if the car was talking to the reader. Page | 45 .

the brand as well as the customer. attitudes and perceptions of the brand itself are hidden behind the closed doors of the organization. it is necessary to consider what a brand thinks of you. capable. attitudes. But what if the doctor also felt you were a boring hypochondriac? The resulting negative relationship would be impossible to predict based only upon perceptions of the doctor's personality or external appearance. For one customer segment (labeled the "respect" segment). Consider a doctor who is perceived by all to be professional. the natural tendency is to consider the brand to be a passive element in the relationship. The focus is upon consumer perceptions. educated world traveler who would have a definite presence in a restaurant. These customers believed that the card would make supportive comments to them like the following: Page | 46 . Blackston's approach was used in a research study of a credit card brand. The result can be illuminating. Customers were divided into two groups based on how they thought the personified brand would relate to them. caring. and funny--characteristics that most would like in a doctor. sophisticated.What If The Brand Spoke To You? When considering brand personality. Similarly. Yet the relationship with another person is deeply affected by not only who that person is but also what that person thinks of you. and behaviour toward the brand. Blackston illustrates this approach with a doctor-patient example. One approach to obtaining this information is to ask what the brand would say to you if it were a person. the personified brand was seen as a dignified. a br and-customer relationship will have an active partner at each end. Max Blackston of Research International has argued that to understand brand-customer relationships.

The two different perceived attitudes of the credit card toward the customer. advertised as the mustard of limousine riders. get another card. Upscale brands with a snobbish spin. this perceived attitude restricted the market for Grey Coupon. described a very different relationship with the brand. This risk is often much greater for those on the fringe of or just beyond the target market." "I'm so well-known and established that I can do what I want." A second "intimidated" segment."My job is to help you get accepted.Nearly any prestige or badge brand risks appearing snobbish to some in the target market. or will you spend more than you can afford?" "If you don't like the conditions. The brand has since tried to soften this message in order to expand its market and the usage rate. I would not include you in the party." "If I were going to dinner. Contexts in which it is often worthwhile to consider what a brand might say to a customer include those listed below. Page | 47 ." "You have good taste. This group's view of the brand personality was similar to that observed in the respect segment. reflected two very different relationships with the brand which in turn resulted in very different levels of brand ownership and usage. In part. but had a very different spin. The credit card was perceived as being sophisticated and classy but also snobbish and superior. however." These two user segments had remarkably similar perceptions of the brand personality especially with respect to its demographic and socioeconomic characteristics. This segment believed that the personified card would make negative comments such as the following: "Are you ready for me. however.

Talking down to customers is a common danger for performance brands. who saw it as snobbish. the brand may be perceived as being arrogant and willing to smother small. Intimidated brands showing their inferiority. helps avoid this pitfall. The use of the German word provided some nice associations (especially if one knew German) but risked implying that the brand looked down on those who did not "get" the clever symbol and campaign. Any active brand relationship. the brand kept its upscale imagery but added.A brand that has power over the marketplace. One respondent in a focus group reportedly said that if IBM was a vehicle. needs to be managed. most of whom did not use the brand. with gentle humour. though. Consider the VW ¶Fahrvergnugen· campaign. like Microsoft and Intel in the 1990s or IBM in the past. there was a segment. the brand personality profile was a sophisticated individualist. Further. in which a woman goes there for a Die Hard battery but ends up buying great clothes. To combat this problem. it would be a steamroller and would park in a handicapped space. Thus Sears could attempt to associate itself with trendier retailers and simply come off as being pathetic.A brand might risk appearing inferior if it tries too hard to be accepted into a more prestigious competitive grouping. a sense of irony about its status and prestige to soften the hard edge of the image. stylish and corporate but also aging. This segment rejected the brand in part because it felt rejected by the brand. The humorous thrust of the Sears campaign from Young & Rubicam. Page | 48 . In one study for a cigarette brand. defenceless competitors. The risk is that by promoting this advantage.Performance brands talking down to customers. has a real advantage as a result of being the industry standard. Power brands flexing their muscles. Sometimes adding a sense of humour or a symbol can help.

Page | 49 . almost becoming part of the logo of the brand ² like Air India Maharaja or Amul Girl. heart-shaped kisses for the audience. As mnemonics flow thick and fast characters get established in the consumers mind. as well as the classic Asian paint·s ex-mascot Gattoo. The toons in All Out Mosquito repellent ad. ´Most advisers are using animation for top of the mind recallµ says McCann Erickson·s Prasoon Joshi. Industry officials say animation could be used as creative idea to express a particular value. Hutch·s Boy-Girl duo. ´Creative people have to look at different ways to get message across. the Amul girl. However at times they are given a hasty burial. the claymationChintamani of ICICI. ´Toon illustrations create excitement. pick on sleeping politicians to get their value across. Fido-Dido of 7-Up etc. and if that means exploring other forms of art. Kellogg·s animated kid and bear are intertwined in people·s minds. O&M·s PiyushPandey says his firm encourages the idea of breaking form.Toon Branding Looks like the ad industry can·t have enough of animation. then why not?µ HLL·s Annapoorna uses Flintstone like characters to drive its USP. Digital characters are fast stepping into the realm of corporate brands. the Handyplast Boy. McCann·s new commercial for CocaCola·s vanilla variant has the model blowing animated. but the kid was killed after he was linked to child labour. and also serve as a memory hook to pick a particular brand from clutterµ. while the Claymation characters Of Amaron. Nike also used ´swooshµ logo sign to bring immediate recall value. Asian Paint·s Gattoo was the rage. an O&M creative. or it could be a holy image. are some of the examples of the toons used for marketing the product.

Hindustan Unilever Limited. it broke the clutter and became Page | 50 . E. With a string of animated commercials such as Pepsodent (Bhoot Police). ICICI Prudential·s Chintamani and AnandRathi Securities happening in the past few months. The ad world·s latest obsession is with animation. and then there was the trend of using real kids. say in case of a fat man. Suresh. The number of animation ad films produced per year in the past five years has increased at least eight times and feature films like Hum Tum (had cartoons of Saif Ali Khan And Rani Mukherjee coming in between the film)are backing the overall trend around animation. ´We used to do three animation ad films a year five years ago. media. Be it Bollywood actress MallikaSherawat asking Fido to make her more curvy or AishwaryaRai diving into the sea with a Frisbee or. With Claymation (clay + animation).µ says Rahul Welde. an Animated poodle talking to Rani Mukherjee and her gang of friends in the Fanta commercial they·ve all got the cool punch with animation. Welde claims to have used animation where it could add to the creative quotient of the commercial which give something unexpected to the audience. Mr. now it·s two every month. ´Gross thinks at time look cute in animation rather than the real thing. a division of Famous Studios.First it was retro advertising. for that matter.µ says. One sees a fair number of youth and adult targeted content happening in the form of animation in films and TV shows these days. Creative director. ´Animation is no kid stuff anymore. Famous House of Animation. companies across sectors are more willing than ever before to use animation in their ad films. the Chintamani ad was initially a radio jingle. general manager.

with the use of animation.µ says AnujaChauhan. who was then involved in launching the campaign from ICICI Prudential. such as stunts. Animated ones cost around Rs. Uniliver Tea or Levi·s Mr. director marketing. LovaLova. most of the global award winning campaigns have used animation extensively.for instance the stunt in the Lux Commercial couldn·t be done so perfectly by the real character (here AishwaryaRai) vis-à-vis the animated character. all of which have cutting edge animation. Animation ad also helps keep costs down.a gradual transformation over the past few years. But there are scripts that needs animation to prove the point as in the case of Oye Bubbly (Pepsi Commercial) last year.µ says Abhishekh Bhatia. It is a style and a lot of people are catching on it but this is not the end of it. Shrek. many complex issues. Industry sources say a simple animation ad is less expensive than an ad with decent production quality that costs around Rs. There are other viewpoints too.head creative. Moreover.Kill Bill. VP and Senior Creative Director at JWT. The popularity of cartoons among youngsters . 30-40lakh on an average. Page | 51 . Grrr Honda. Malaysia. be it Euro RSCG·s Waterboy.likeable in a very non-financial advertising style. Contract Advertising. Run Lola Run. Prudential Assurance. Besides the advantage of visual appeal. Lion King. The contribution to the sales of pension schemes of the group rose 30% after the campaign. can be done away with. 70-80 Lakh. ´It·s a nice way of doing a boring script.µ points AshishChakravarty. ´However a real character interacting with an animated character is not a novelty.

multiplying profits in the financial year ended March 31. Hello Kitty's main target audience. and this represents a major source of emotional association for buyers. grow older. they nostalgically buy Hello Kitty products as adults. toasters. The cat has no mouth. For bedtime. Hello Kitty has taken Asia by storm. Page | 52 . As the girls. and a ribbon or flower in her hair. The owner and the cat can be happy. The company apparently adds 600 new products a month to the 15. There are Hello Kitty tea sets. is children. with subsidiaries in Brazil and Germany. mouse pads. and other products. but Sanrio says it has now successfully extended the brand to teenage women from above 20 years. as they can project many different feelings into the little cat. mobile telephone cases.Hello Kitty Hello Kitty is an idea based on a cartoon character of a small cat that looks kind and cute. For Japanese company Sanrio Co. 1998 by thirteen times-during a recession! Adored by many demographic segments of the market. two black dot-yes. sad. Hello Kitty is actually 25 years old but has perpetual youth. a stationery producer. spectacles. and has over 40 stores in the U. Hello Kitty has become an icon with global appeal. who first bought her when they were young.000 items or so already available.S. there are Hello Kittypyjamas and bed sheets. six whiskers. motorcycles. as expected. with a button nose. erasers. and thoughtful or any other feeling they want to be together. she has become a major brand success.

Hello Kitty eclipsed the brand partner.Financially.such as the co-branding exercise with McDonalds in Singapore . with thousands of people buying burgers and then throwing them away but keeping the Hello Kitty promotional items. the brand has been phenomenally profitable. Page | 53 . but in some cases . Recently the brand has become a target for co-branding. even during the recession.

Boon Par (meaning gentle leopard) and Boon Haw (meaning gentle tiger). The springing tiger logo.consisting of an officiallooking. the brand had managed to look modern while retaining its heritage. with their names in Chinese and English. The "Tiger" in the brand name comes from Boon Haw's name. with sales in excess of S$100 million. The packaging . The company name of Haw Par comes from the last names of both brothers. has always been the trademark of the brand. Yet.An Ordinary Asian Product Becomes an International Brand Tiger Balm is an interesting example of a truly Asian brand that has gained international recognition. Tiger Balm is now an international brand based in Singapore.Tiger Balm. with its origin in the imperial courts of China. of which there are many. created by Boon Haw. and a variety of other ailments. Patriarch Aw Chu Kin passed his knowledge of Chinese medicine to his sons.has made the product so unique that it stands out easily from other international competitors. Page | 54 . imitation paper seal as the cover over the small hexagonal jars and round cans . Control of Haw Par and Tiger Balm has passed. as it inevitably does in such situations. However. whose warlords and emperors needed relief from aches. Boon Haw was also the pioneer marketer of the product. from the family to a large corporate group. It is a herbal ointment remedy passed down through generations. the packaging still retains the old reproduction photographs of the two brothers. The Aw family were the ones who developed the product and the brand. pains. successful creating a high degree of awareness and recall in global markets.

unique packaging. thus giving it a wider customer base. Tiger Balm has a tremendous heritage following in Asia. a company must also have a quality product and Tiger Balm scores well in this aspect.relieving headaches to muscular sprains and aches. multiple usage created by strong target-user. It has multi-usage positioning and application . Page | 55 . Brand strengths: tiger symbolism. endorsed by sports personalities. and it is now successfully marketed in over 70 countries worldwide. It has made the leap from its Asian beginnings as a folk remedy to a truly international brand.To build a brand. The original recipe for the ointment has been enhanced with additives from Western and Chinese medicines. both young and old people use it. It is also positioned as a sports-injury product. heritage. multi-positioning strategy.

Conclusion Brand is the soul of today·s market. which creates impact on the minds of the customer and helps the product to sustain in the market. Page | 56 . Companies now have no choice but to adjust to the new rules of the digital marketplace and the ever growing sophistication and engagement of the customers. The right Brand Personality should be true to the product and the services. It should engage the customer emotionally and should guide the marketing firm from top to bottom. Consumers now define the brand with its personalities and have increasing control. The company itself must also align with the brand personality and play an important role in developing a value-enhancing and mutually beneficial dialogue with influential consumers. . It is the brand personality. To create a successful brand personality it requires something not full of advertisement but core value of the product. It is the personalities associated with the brand that creates a high impact in the markets and the brand is said to be successful in the market. This level of consumer control increases the need for a strategic brandpersonality that is strong. well founded and sufficiently engaging to inspire thecustomers to be brand advocates.

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