CONSUMER

BEHAVIOUR AND
INSIGHTS
ASSIGNMENT 1: BRAND PERSONALITY

GROUP 4
Abhinashi Bhatia: 20050143004
Amber Goyal: 20050143014
Arnab Ray: 20050143028
Madhav Joshi: 20050143054
Madhvendra Bajpai: 20050143063
Nescafé
BACKGROUND: SCHIFFMAN
Nescafe is a coffee brand that started in Switzerland in 1938. Their target audience AND KANUK
ANTHROPOMORPHIC
has essentially been young adult coffee drinkers. Through their communication, PERSONALITY
they’ve tried to position themselves as the ultimate beverage for outgoing people who TRAITS
have a zest for life. The spirit of determination is what drives this campaign and the
brand focuses on the fact how everyone must find newer ways to restart their lives
during the pandemic by making most of their resources available. Lively Friendly
Energetic Ambitious
THEORIES: Unified Reliable
FREUD'S THEORY: Ambitious Community-oriented
Nescafe’s advertisements show that the brand is based on the superego part of the Low on ethnocentrism Driven
personality. It is interesting how the brand has moved from just a beverage to the Youthful
motivation one needs to start one's day. Nescafe has always focused on the side of
personality which aims to strike a balance between the ego and Id. The superego is BRAND SELF BRAND ARCHETYPE
the ethical component of the personality and provides the moral standards by which IMAGE THEORY
the ego operates.
CARL JUNG'S (THEORY OF PERSONALITY):
Nescafe showcases the attributes of a "Sensing" + "Thinking" individual who is more Friendly The Creator:
likely to arrive at decisions quickly and readily. These consumers are socially active Socially active Innovative
individuals who are ambitious and open to new ideas under any given circumstance. Creative Inspirational
Energetic Provocative
KAREN HORNEY THEORY:
The customers of the brand are of "Compliant" orientation who are defined by the
tendency of moving towards others and bend towards the idea of oneness.

LINK: https://www.youtube.com/watch?v=O5LIzFUxF4o
Sprite
BACKGROUND: SCHIFFMAN
Sprite is a lemon flavoured soft drink created by Coca-Cola company. Recent AND KANUK
advertisements of Sprite India continued the no nonsense approach with urban youth ANTHROPOMORPHIC
PERSONALITY
as the target segment. Current tagline, “Doubt hatao, Pyaas bujhao.” talks about how TRAITS
one should approach thirst quenching without a single doubt. Tapsee Pannu,
Aayushman Khurana, and Ishaan Khattar currently endorse Sprite in its TVC.
Innovative Daring
THEORIES:
Open-minded Real
FREUD'S THEORY: Individualistic Original
Sprite recent advertisements clearly show that Sprite as a person believes in a no- Low on ethnocentrism Intelligent
nonsense approach and therefore it shows clear characteristics of Id. Sprite brand as Charming
a person is impulsive and would take decisions primitively. He/She will satisfy Authentic
his/her needs(here thirst) without having a single doubt.
Smooth
CARL JUNG'S (THEORY OF PERSONALITY): Confident
a. High on Introversion Independent
b. Perceive
Contemporary
c. Feeling
d. Intuitive BRAND SELF BRAND ARCHETYPE
KAREN HORNEY THEORY: IMAGE THEORY
From the 3 types of individuals, Sprite is best fitted with aggressive individuals who
will move against others in order to excel and win admiration.

LINKS:
Honest The Troubadour:
https://www.youtube.com/watch?v=vXXVjhzIOs4 Cool Joyous
https://www.youtube.com/watch?v=O09i0Rcyidc Smart Free-spirited
https://www.youtube.com/watch?v=2F0m-gh9p5Q agile
https://www.youtube.com/watch?v=fHCv3jxwGSI
Kit-Kat
BACKGROUND: SCHIFFMAN
Kit kat is a wafer bar chocolate produced by Nestle. The current positioning of Kit- AND KANUK
ANTHROPOMORPHIC
kat is, ‘Life hai, Kit Kat banta hai.’ which primarily talks about ‘take a break, have a PERSONALITY
kit-kat.’ Kit kat’s communication always advises their target audience about taking a TRAITS
break and recent advertisements are reiterating the very same message. Ayushman
Khurana is the current brand ambassador for Kit-Kat.
No clear trait of Trendy
THEORIES: innovative or laggard Cool
FREUD'S THEORY: Open-minded Young
Kit kat advertisements showcase the characteristics of superego. Someone who is Conformist Contemporary
trying to do morally right. After completion of a task or if you are having a Low on ethnocentrism Smooth
monotonous day, you should take a break. Someone who is always suggesting a good Cheerful
habit to their friends or peers. Primarily a young, moral and idealistic person.
BRAND SELF BRAND ARCHETYPE
CARL JUNG'S (THEORY OF PERSONALITY):
IMAGE THEORY
a. Extrovert
b. Sensing
c. Feeling
Friendly The everyman
KAREN HORNEY THEORY:
Socially active Friendly
Kit-kit showcases characteristics of a compliant individual; who moves towards
Energetic Humble
others. Someone who is friendly, wishes to get admired and loved by others.
Authentic

LINKS:
https://www.youtube.com/watch?v=96fIqJD73Po
https://www.youtube.com/watch?v=39KhTac-8Es
https://www.youtube.com/watch?v=FjugVd8Fi1A
Taj Mahal
SCHIFFMAN
BACKGROUND:
AND KANUK
Brooke Bond Taj Mahal is a 50 years old brand, owned by HUL. The Tea was created ANTHROPOMORPHIC
PERSONALITY
in 1966 in Kolkata. It was labeled as India’s best tea, made from the rarest and finest TRAITS
tea leaves.Taj Mahal Tea brought in a wide range of new flavored green and black tea
bags, from British classics like English Breakfast to Indian masala tea spiced with
Cardamom or Ginger.The memorable advertisement of the 1980s, with Ustaad Zakir Low on Innovation Inspiring
Hussain, then a young man with tousled hair saying “Arre huzoor, Wah Taj Boliye”. Open-Minded Sentimental
“Wah Taj” has been a very successful campaign for the brand that has built a Socially acceptable Wholesome
glorious reputation over the years.
Low on ethnocentrism Confident
THEORIES: Charming
Successful
FREUD'S THEORY:
Authentic
The Ego: Taj Mahal advertisements and other marketing tactics present it as a very
sophisticated brand. The brand’s association with some of the most celebrated BRAND SELF BRAND ARCHETYPE
classical musicians portrays the passion and brand’s conscious control over itself. IMAGE THEORY

KAREN HORNEY THEORY:

The analysis of advertisements by Taj Mahal shows that the brand has a personality
Trustworthy The Ruler:
of a detached individual. In the ads, the brand is portrayed as a self-reliant and
Helpful Articulate
sufficient brand. It is asking viewers to listen to themselves by the notion “Khud Ki
suno” , and asking viewers to live a life without any obligations. Peaceful Redefined
Admirer Commanding
Passionate
LINKS:
https://www.youtube.com/watch?v=XKUAcOwR3Jw
Craftsmanship
https://www.youtube.com/watch?v=iDSoI-z6qaY
Red Bull
BACKGROUND: SCHIFFMAN
Redbull is an energy drink launched in 1987 in Austria. As a matter of fact, they are AND KANUK
the pioneers in the category of energy drinks. Redbull is appreciated worldwide by ANTHROPOMORPHIC
PERSONALITY
top athletes, busy professionals, university students and travellers on long journeys. TRAITS
Redbull has picked up unique marketing concepts since its inception, from cartoon
commercials to top notch content marketing, Redbull has been successful in making
its mark. Thrilled Cheerful
Energetic Daring
High adrenaline Spirited
THEORIES:
Crossing boundaries Successful
FREUD'S THEORY: Young Upper class
The Id: Redbull in its commercial is portrayed as a brand which will do anything and Open-minded Outdoorsy
everything irrespective of surroundings. Redbull is an energetic and high on Humorous
adrenaline brand, and The Id trait fits it the best. Non-conformist
KAREN HORNEY THEORY:
The analysis of advertisements by Redbull shows that the brand has a personality of BRAND SELF BRAND ARCHETYPE
an “aggressive” individual. In the ads, the brand is portrayed as high on adrenaline IMAGE THEORY
and going against the rules/norms, it goes beyond what is expected and breaks the
boundaries.
Sporty The Explorer
LINK: Aggressive Exciting
https://www.youtube.com/watch?v=1l92x0GBTbE
Imaginative Fearless
https://www.youtube.com/watch?v=dOoHArAzdug
Fun Daring
Reviving
Adventurous
Cadbury Dairy Milk Silk
SCHIFFMAN
BACKGROUND: AND KANUK
Dairy Milk Silk was launched in 2010 as an upgrade to their original product - Dairy ANTHROPOMORPHIC
PERSONALITY
Milk. Silk is all about indulging in the chocolate’s richness and creaminess, which TRAITS
gives the consumer an immersive experience in the chocolate. They have been
constantly trying to connect with youth and to build a conversation around love,
romance and friendship with their “Kiss me” campaign. Innovative Cheerful
Trendy Imaginative
Popular Charming
THEORIES:
Young Western
FREUD'S THEORY: Reliable Lovable
The brand is a mix of The Id and The Superego. As it can be seen in the Kiss me Romantic
advertisement when one person is eating Dairy Milk Silk, the other person is actually Low on ethnocentrism
tempted to have the chocolate and stares at the other person which is The Id
dominating, but because of their superego, the second person actually asks for a bite BRAND SELF BRAND ARCHETYPE
instead of snatching it. IMAGE THEORY
KAREN HORNEY:
The brand portrays a “Compliant” orientation with respect to this theory. The brand
places value on itself and its experience based on the quality of its relationships with Helpful The Magician
others. The brand believes that experiences are better when shared with loved ones, Spreading love Mystical
all the “Kiss me” campaign advertisements are based on the notion of sharing the Satisfying Informed
chocolate, which rightly fits in this theory. Conformist Reassuring
LINKS:
https://www.youtube.com/watch?v=p7WIeItYmRw
https://www.youtube.com/watch?v=HDx8FQDh_1k
https://www.youtube.com/watch?v=dxVmuWmk7tM
Durex
BACKGROUND: SCHIFFMAN
Durex is a 106 years old brand that operates in the ‘condom and personal lubricant’ AND KANUK
category. Its primary positioning pivots around the idea of safe sex and it promotes ANTHROPOMORPHIC
PERSONALITY
this concept through its range of condoms that meet international safety standards. TRAITS
On the other hand, Durex constantly attempts to create unique perceptions in the
minds of potential consumers by aligning its positioning with factors like pleasure
and fun, all with a key focus on safety and sexual well-being. Furthermore, over the Open-Minded Friendly
years, the brand has subtly integrated an emotional aspect into its communication Low on ethnocentrism Reliable
apart from the functional benefits. High on innovation Versatile
Trendy
THEORIES:

FREUD'S THEORY:
Superego and ego: The communication put forward by Durex demonstrates a
combination of superego and ego, wherein the brand promotes the safety of everyone BRAND SELF BRAND ARCHETYPE
involved in a sexual act through the prism of moral conscience and rationality. IMAGE THEORY

KAREN HORNEY THEORY:

In the context of neo-Freudian premises, Durex showcases the characteristics of
Trustworthy The Lover:
open-mindedness. Interestingly, there are several taboos related to the concept of
sex, especially in Indian society. Through its advertisements, Durex constantly aims Helpful Intimate
to promote an open-minded approach to sexual behaviour. Adventurous Sensual
Safe Empathetic
LINKS: Passionate
https://www.youtube.com/watch?v=2fuQtP4G_MI Fun
https://www.youtube.com/watch?v=MQGeWPFfvUg
Pleasure
https://www.youtube.com/watch?v=GlnyGX46qls
Spotify
BACKGROUND: SCHIFFMAN
Spotify is a Swedish audio streaming and media services provider that operates AND KANUK ANTHROPOMORPHIC
globally and is currently expanding to build its presence in 80 more countries. It PERSONALITY
currently has nearly 345 million monthly active users. It has positioned itself as a TRAITS
fun, humorous, and light-hearted brand that curates and delivers the ‘right music at
the right moment’, thus aligned with the concept of ‘personalized audio content for
everyone.’ While the brand’s major chunk of users is millennials, it is gradually Open-Minded Cheerful
tapping into the older demographic. All in all, Spotify has successfully infused a Low on ethnocentrism Wholesome
human element into its positioning by leveraging technology to deliver customized High on innovation Family-oriented
experiences. Non-conformist Unique
Trendy
THEORIES:
Exciting
FREUD'S THEORY: Intelligent and
Ego: Spotify positions itself as a brand that offers the right music at the right Competent
moment in a very personalized manner. Hence, in the context of Freudian analysis, BRAND SELF BRAND ARCHETYPE
the brand represents the concept of ‘self’ through which it enables users to satisfy IMAGE THEORY
their momentary desires from a very rational standpoint.

KAREN HORNEY THEORY:

Spotify identifies itself with the concept of individuality, independence, and Bold The Hero:
uniqueness especially because its offerings are irrespective of norms and boundaries Colorful Inspiring
while being exclusively focused on the real-time desires of the users. Spreading Love Ambitious
Young Candid
LINKS:
Fun
https://www.youtube.com/watch?v=uFbmPHDzhIc
https://www.youtube.com/watch?v=_iUlt8h2hXc
Passionate
Courageous
Uber
BACKGROUND: SCHIFFMAN
Uber is an American ride-hailing company that has a presence in more than 10000 AND KANUK
ANTHROPOMORPHIC
cities across the world. It has positioned itself as a reliable transportation service PERSONALITY
that is dedicated to ‘set the world in motion - everywhere for everyone.’ Uber’s TRAITS
‘Badhte Chalein’ advertisements are a testimony to its positioning and company
vision. Interestingly, while staying true to its primary positioning, the brand has also
addressed issues like gender commute gap through the #WithinHerReach campaign. Low on ethnocentrism Family-oriented
Conformist Friendly
THEORIES: Open-mindedness Young
Contemporary
FREUD'S THEORY:
Uber’s communication represents a balance between superego and ego - a Trendy
combination of moral consciousness (safety, reliability, gender-independent) and Young
rationality (price and convenience). Reliable

BRAND SELF BRAND ARCHETYPE

KAREN HORNEY THEORY:
IMAGE THEORY
Uber represents characteristics of conformity and compliance. It aims to deliver
value while being loved and accepted. The brand also tries to remain within the
premises of acceptable norms - both in terms of culture and law.
Trustworthy The Caregiver:
Helpful Generous
Passionate Caring
Socially active Reassuring

LINKS:
https://www.youtube.com/watch?v=xnVUA8PyArc
https://www.youtube.com/watch?v=_ZckgaTM6E4
OnePlus
SCHIFFMAN
BACKGROUND:
AND KANUK
OnePlus is a smartphone brand founded in 2013. OnePlus positions itself as a brand ANTHROPOMORPHIC
PERSONALITY
different from the herd, with the tagline 'Never Settle'. OnePlus also communicates a
TRAITS
sense of belonging for their target audience through advertisements and different
promotional activities. Primarily they are targeting urban teenagers and young adults
with its communication. Innovator Friendly
THEORIES: Open-Minded Innovative
FREUD'S THEORY: Socially acceptable Reliable
The ego: One Plus advertisements show that the brand stands at a midway between Low on ethnocentrism Versatile
Superego and Id. One Plus tries to give every feature that a flagship smartphone Edgy
should have and at the same time the brand talks about "never settle". One Plus Youthful
advertisements try to create an image which is socially acceptable and at the same
time try to create an image which is unique and different from the masses.
KAREN HORNEY THEORY: BRAND SELF BRAND ARCHETYPE
One Plus advertisements showcase that the brand has characteristics of a compliant IMAGE THEORY
individual. One Plus wants to be loved, admired and feel wanted from the people.

CARL JUNG'S (THEORY OF PERSONALITY):

Not mainstream The creator:
OnePlus has the characteristic of extraverted intuitive; it forms assessment through
Off the grid Innovative
facts and showcases traits of innovators.
Tech Geek Inspirational
LINKS: Provocative
https://www.youtube.com/watch?v=h5M0Ko0RR38
https://www.youtube.com/watch?v=sfQjKndZbZg
https://www.youtube.com/watch?v=NqMk7eJlnxE
https://www.youtube.com/watch?v=KN2sE6D9F68
Mountain Dew
BACKGROUND: SCHIFFMAN
Mountain Dew is a soft drink brand produced and owned by PepsiCo. Mountain Dew AND KANUK
appeals its target audience through event sponsorship(BMX and freestyle motocross, ANTHROPOMORPHIC
PERSONALITY
gaming industry) and advertisements. Mountain Dew positions itself as a risk-taker, TRAITS
rugged, outdoorsy and young brand with the tagline 'Dar ke aage, Jeet hai'.
Young man
Daring
THEORIES: Open-Minded
Risk Taker
High on the need for
FREUD'S THEORY: Tough
uniqueness
The Id: Mountain Dew advertisements talks about the impulsive decisions taken by Outdoorsy
Non-conformist
the protagonist. After drinking the mountain dew, the protagonist always takes the Successful
Adrenaline rush
risk and gets the instant gratification from the process itself. Spirited
Thrilled
KAREN HORNEY THEORY:
Analysis of Mountain Dew advertisements showcases that it has the characteristics of
an aggressive individual. Someone who moves against others and desires to excel and BRAND SELF BRAND ARCHETYPE
win admiration. IMAGE THEORY

LINKS: Daring The explorer:

https://www.youtube.com/watch?v=h5M0Ko0RR38 Adventurous Exciting
https://www.youtube.com/watch?v=sfQjKndZbZg Young Fearless
https://www.youtube.com/watch?v=NqMk7eJlnxE
https://www.youtube.com/watch?v=KN2sE6D9F68
Aggressive Daring
BrookBond Red Label
BACKGROUND: SCHIFFMAN
Brooke Bond Red Label is a brand of tea owned by HUL. It has three sub-brands; Red AND KANUK
ANTHROPOMORPHIC
Label, Red Label Natural Care and Red Label Dust. Brooke Bond communicates the PERSONALITY
sense of belonging and togetherness through its advertisements. Recent TRAITS
advertisements showed that the feeling of togetherness is not specific to any aspects
but it is pervasive. Brand tagline 'Swaad apnepan ka' reiterates the fact Brooke Bond A woman in her 30s
Down-to-earth, Original
stands for the taste of togetherness. Dogmatic
Sentimental, Friendly
THEORIES: Other-directed
Contemporary
FREUD'S THEORY: conformist
Reliable, Secure
The Superego: Brooke Bond Red Label has characteristics of superego as it's Low on innovativeness
Confident
communication showcases what behaviour is appropriate in the social structure. Trustworthy
Generous, Feminine
Helping neighbour in tough times or giving blessings to eunuch in return of tea or Helpful
just having tea with an old friend, every communication is focused on the moral and
ideal self. BRAND SELF BRAND ARCHETYPE
KAREN HORNEY THEORY: IMAGE THEORY
Analysis of Brooke Bond Red Label showcases that it has the characteristics of
compliant individual. Someone who moves towards others and desire to get love and
appreciation and to win admiration. Caring The Caregiver:
CARL JUNG'S (THEORY OF PERSONALITY): Family oriented Caring
Brookbond Red Label has the characteristic of extraverted + feeling, it forms Authentic Warm
assessment through social values and beliefs. Reassuring
LINKS:
https://www.youtube.com/watch?v=R8nNCwuhks8
https://www.youtube.com/watch?v=wsrPdXV1vjI
https://www.youtube.com/watch?v=_4q5rG3grrI
https://www.youtube.com/watch?v=PqWtfiOrZqM
Royal Enfield
BACKGROUND: SCHIFFMAN
Royal Enfield is a motorcycle brand in business since 1901. It boasts of owning the AND KANUK
oldest, continuous production motorcycle called the Bullet. Currently owned by ANTHROPOMORPHIC
PERSONALITY
Eicher Motors Ltd., it has a diverse product portfolio ranging from older, classic TRAITS
looking models like the Bullet and Classic to newer, technologically advanced
motorcycles like the Himalayan and Meteor. The brand's communication has often
portrayed a strong, muscular image of the brand and its customers. Lively Vagabond
Energetic Rugged
THEORIES: Ambitious Charming
FREUD'S THEORY: High on ethnocentrism Community-oriented
Royal Enfield’s advertisements can often be seen in a tussle between the Id and the Driven
Ego, some advertisements show a completely aggressive and vagabond image whereas Youthful
others show a balanced, yet freedom-loving group of individuals enjoying the spirit
of the outdoors and togetherness on their motorcycles. BRAND SELF BRAND ARCHETYPE
CARL JUNG'S (THEORY OF PERSONALITY): IMAGE THEORY
Royal Enfield showcases the attributes of an "Extraverted" and "Feeling" individual
who likes to explore his/her surroundings and not look at things in an objective or
factual manner. Rugged Friendly
KAREN HORNEY THEORY: Socially active Ambitious
The customers of the brand strike the balance of seeking affirmation from a Innovative Reliable
community and yet moving away from people at large with a sense of detachment and Energetic Community-oriented
controlled aggression. Vibrant Driven
LINK:
https://www.youtube.com/watch?v=qhlMLVRpupo&t=1s
https://www.youtube.com/watch?v=eMJPm9iK7aI
https://www.youtube.com/watch?v=NVVCWelBQyo
Maggi
SCHIFFMAN
AND KANUK
ANTHROPOMORPHIC
PERSONALITY
BACKGROUND: TRAITS
Maggi is an international food and seasoning brand that has been part of Nestle's
portfolio since 1947 and enjoys a monopoly in the Indian instant noodles segment.
Low on Innovation Inspiring
Since the brand's blow up in the early 90s in India, it has been consistent in its image
Open-Minded Sentimental
of being a quick meal that is loved by children and mothers alike due to its ease of
preparation and delicious taste. Socially acceptable Wholesome
Low on ethnocentrism Lovable
THEORIES: Charming
FREUD'S THEORY: Successful
Maggi's communication almost always shows a crystal clear image of the superego Authentic
wherein it is portrayed as a beloved and evergreen product that is accepted by all
members of a TG's family. Even after a big scandal in 2015, Maggi reinforced its BRAND SELF BRAND ARCHETYPE
trustworthy and wholesome image in its advertising. IMAGE THEORY

KAREN HORNEY THEORY:

The analysis of advertisements by Maggi shows that the brand has a personality of a Trustworthy The Ruler:
compliant individual who has the tendency to move towards people and be dependant Helpful Articulate
on a family unit.
Redefining
LINKS:
https://www.youtube.com/watch?v=wuHkXi3xBzY
https://www.youtube.com/watch?v=-b27WuW-L7A&t=44s
sparX
SCHIFFMAN
AND KANUK
BACKGROUND: ANTHROPOMORPHIC
PERSONALITY
A subsidiary of Relaxo Footwears Limited, Sparx is primarily a budget sports TRAITS
footwear brand that is known for its high-impact, aggressive image. Its
communication strategy has relied heavily on celebrity endorsement and managed to
consistently convey an energetic perception. Lively Aggressive
Energetic Narcissistic
THEORIES: Aloof High on energy
Ambitious
FREUD'S THEORY:
High on ethnocentrism
Sparx's advertisements show that the brand is heavily based on the Id part of the
personality. With advertisements depicting physical conflicts and fights, it projects
an impulsive and bold image the brand. Not only does the protagonist react
aggressively to challenges in the ad, but it can be said that he always seems to be on BRAND SELF BRAND ARCHETYPE
the lookout for such encounters where he can react with aggression. IMAGE THEORY

KAREN HORNEY THEORY:

The customers of the brand are expected to be of "Aggressive" orientation, who not
Morally upright Outlaw
only like to act out impulsively but feel the need to be seen as superior to others.
Aggressive Explorer
CARL JUNG'S (THEORY OF PERSONALITY): High Impact Jester
The loud, active and action driven personality of the protagonist in Sparx's
advertisements goes to show that it has traits of extraversion and intuitiveness. The
moves the protagonist makes are often calculative yet bold.
LINK:
https://www.youtube.com/watch?v=kPheRuR6KWs
https://www.youtube.com/watch?v=D0AEIdOXr8Q