Essentials of Marketing Management

Assignment on Brand Personality

By
Rini Darathy. J
 Brand Personality
Personality is the main variable in analysing the consumer choice of
brand. Consumers relates their own personalities into the brand they
choose.

Brand personality has five major dimensions.

 Sincerity: honest, trust

 Excitement: imaginative, up-to-date
 Competence: reliable, intelligent, successful
 Sophistication: charming
 Ruggedness: outdoorsy, tough

I have taken Hindustan Unilever and Tata group as my brands for

discussion.

Hindustan Unilever Limited

Hindustan Unilever limited is a renowned FMCG company.
Manufacturing 40 and above brands all over the world. HUL products will
come under an attractive package where the people’s attention and
tempted to buy the products. They frequently conduct customer
satisfaction survey and accordingly they change the outlook of the
product on regular basis. They hold and maintain the high market share
in cosmetics, Beverages, home and personal care.

Hindustan Unilever limited retains customer satisfaction and high market

share, HUL market share holds 50 % of India FMCG sector and catering
to millions of customers. This is just because of their product
Sincerity(Quality), Excitement in the market and Competence.

Sincerity:
I feel all below points are best example to explain Hindustan
Unilever limited in terms of Sincerity

 They operate their operations with honest and respect to the

suppliers and customers.
 They work with a set of code of business principles.
 They follow operational standards.
 They work with the suppliers who maintains the quality
standards set by the HUL.
 They produce the quality product which can be used by
common people, lower income, middle income and higher
income people.

Excitement:
Hindustan Unilever limited spends lot of investment in making
promotional videos and paper advertisement which creates an
excitement and register the brand in their minds while buying the
products.

Example: one of the oldest advertisement on Ponds- Age miracle.

“Makes you feel up to 10 years younger”. It has made many customers
turn towards this brand.

Competence:
HUL has an excellent channel partner network and they have a strong
supply chain system in place. They operate on HUB and spoke model.
They ensure the products are made available across all the leading super
markets, stores and shops even at small town levels. This has created a
big pull and high sales.
 TATA GROUP
Tata group is one of the most India's value based corporations. Tata
group operates in many countries with a mission 'To improve the quality
of life of the communities globally”.

Tata Sons is the major investment holding company of Tata groups

Some of the Tata group Companies include

 Tata Consultancy Services

 Tata Motors
 Tata Steel
 Tata Chemicals
 Tata Consumer Products
 Titan
 Tata Capital
 Tata Power
 Tata Advanced Systems
 Indian Hotels and Tata Communications.

I would like to discuss 3 dimensions about TATA GROUP as follows:

Sincerity, Competence and Ruggedness considering different sub brands

of the Group.

Sincerity:
I feel all below points are best example to explain Tata brand in
terms of Sincerity

 Tata products are honest and transparent to their customers.

 In their business we can see both environmental and social
principles.
 Working towards their high quality standards
  They take new challenges as per the customer needs to develop
new products and solutions.
 The products they sell are user friendly.

Competence:
1) TCS

Tata Consultancy Services hires the best technology consultants and

provide them a practice based learning and interpersonal
communication skills.

TCS mainly focus on brand values, employee engagement and customer

interaction. That’s their main success. They are very confident in what
they deliver.

2) STEEL

Tata Steel group is one of the world's most important high grade steel
producers, with operations and sales. Tata steel is recognised as “A Great
Place to Work-Certified™ organisation”.

Tata steel work towards the trust and best values.

3) Tata Motors

Tata Motors is one of the leading automotive companies, they

manufacture and sell automobiles in all the segment.

Tata Motors are the major manufactures of commercial and passenger

vehicle segments. They had entered and expanded their business in
premium cars too.

Then Jaguar and Land Rover is acquired by Tata Motors and now they
are manufacturing new design premium cars and sells successfully in
India.

Ruggedness
The Tata group is the only private sector that works for Defence and
Aerospace.

Aerospace:

Tata is playing the major role in aerospace industry.

Defence:

Tata is also playing the important strategic role in defence programme

supporting Ministry of Defence (MoD), armed forces and Defence
Research and Development Organization (DRDO).