Report pertaining to “Brand Personality Analysis of Dimapur and Jorhat ”

Prepared by the Consultant, Heeral

Time of submission: December 30th 10:30:08

Submitted to the State

 Recommendations

➢ Jorhat

1. Ruggedness is one of the best dimensions suited for Jorhat. Jorhat also expresses
toughness and being outdoorsy.
This city exhibits the characteristics of being outdoorsy by hosting a multitude of Ranji
Trophy tournaments, encouraging competitions and sports.

2. Competence is also one of the best dimensions suited for Jorhat. Jorhat also
demonstrates intelligence and success.
It evidences success due to its daily flight connectivity by IndiGo and bus connectivity by
Inter State Bus Terminus, showing that its transport is successful and more developed
than most of the surrounding regions.

3. Excitement is also a suitable dimension for the city of Jorhat. Jorhat indicates being
imaginative and spirited.
This city shows the feature of being imaginative by originating award winning literary
pieces such as the Mrityunjay. It also demonstrates being spirited by continually
contributing in the fields of arts, culture and tradition of contemporary Assamese
society via producing creative writers, historians and journalists.

➢ Dimapur

1. Competence is one of the best dimensions suited for Dimapur. Dimapur also reveals
intelligence and success.
This city displays the qualities of being successful by having an A category railway
station ( lying on the Lumding-Dibrugarh section), meaning it has the highest
commercial importance, thus is commercially successful.

2. Excitement is also one of the best dimensions suited for Dimapur. Dimapur also
presents spiritedness and being daring.
This city shows the traits of being daring by being the centre of action between British
India and Imperial Japan when they were warring.

3. Sincerity is also a suitable dimension for Dimapur. Dimapur also displays

wholesomeness and being a small-town.
This city exhibits the property of being a small town by having the Hindu temples of
Shiv Mandir and Kali Temple, among other places of worship like the Lahorijan Masjid,
Holy Cross Church, Sumi Baptist Church.
Interpreting the Dimensions

Sincerity

This dimension covers, for instance, companies that are seen as honest, reliable, cheery,
and trustworthy. Sincere entities commonly have this notion because of their adherence
to and communication of moral codes, their commitment to the community, or their
care for customers. This can be exhibited by inclusivity, care for all affected parties such
as the environment and underprivileged, among others.

Sincere entities build strong customer rapport, and support workers, the community,
and the environment. Sincere companies almost seldom get embroiled in controversies
or scandals. They see themselves as members of a wider societal group and behave
accordingly, usually as family-friendly. Consumers (or public at large) consider them as
sincere as a result of some or all of these actions.

Example: Disney http://www.disney.in/

Hallmark typically exhibits qualities like wholesomeness, joy, honesty, and

down-to-earthness. They are often family-friendly with their wholesome cards and
messages, portraying themselves as a genuine brand.

Excitement

Entities that are viewed as innovative, modern, inspirational, daring, and passionate fall
under this category. As a result, they frequently use vibrant logos, unusual fonts, and
portray themselves in novel and interesting settings.

Additionally, you could regularly see them at significant music festivals and sporting
events. They work hard to position them as bodies that "think beyond the box" in order
to motivate and excite customers, who are usually in the younger demographic.

Example: Red Bull https://www.redbull.com/us-en/

Red Bull conveys enthusiasm as it is frequently seen as impulsive, sporty, outgoing,

edgy, and trendy. It serves performers, athletes, and others who lead active lifestyles.
Red Bull keeps up with its target audience through extreme sports, concerts, music,
social media, and celebrity sponsorships.

Competence

Competent entities are those that are primarily seen as being trustworthy, accountable,
informed, and effective. Consumer views are frequently influenced by how well a good
or service works, as well as by how an organisation conducts itself in public and in the
marketplace.
As a result, branding is frequently exhibited using brand ambassadors who are either
knowledgeable about the product or are seen as reliable. Other typical behaviours
include, for instance, a propensity to emphasise the excellence of suppliers and effective
production procedures.

Example: Apple https://www.apple.com/in/

Apple as a competent brand frequently stands out as dependable, wise, and up to high
standards. They are moreover frequently regarded as thought leaders and
subject-matter authorities—companies that clients can depend on to address their
problems. The company has been at the forefront of innovation for many years and
keeps releasing trustworthy products.

Ruggedness

Last but not least, this dimension covers companies that are associated with traits such
as tough, rugged, manly, or western. Due to this, tough businesses frequently focus on
men. They show themselves outdoors (mountains, rivers, farms, oceans, cliffs) and in
extreme circumstances (heavy rain, foggy weather, snow).

The overall goal is to express the impression that the product is robust, long-lasting, and
designed for individuals who are courageous, risk-takers, fearless, and do not want a life
of the status quo.

Example: Harley Davidson

People may associate the word "rugged" with qualities like toughness, outdoorsy, and
durability. Harley-Davidson is a great illustration of this. Customers are familiar with
this brand for its rebellious spirit of exploration and never-ending pursuit of freedom
and independence. It emphasises its rugged nature through supporting imagery,
colours, and a fearless brand voice, attracting the target audience they desire.

Interpreting the Sub-Characteristics

Outdoorsy
This means characteristic of the outdoors, essentially, any association with the outdoors.
This comprises outdoor sports and having/constructing facilities to aid participating in
it, building parks, helping nature flourish, protecting endangered animals.

Toughness
This means being strong and determined, and having resilience when facing difficulty or
suffering. In the context of cities, this is returning to previous economic activity levels
swiftly after natural disasters, participating and winning in “manly” sports like
wrestling.
Intelligence
This refers to the capacity to pick up information or abilities. This can include a highly
literate population, developed facilities for education, transport or infrastructure,
inventing helpful technologies.

Imaginative
This means exhibiting or being creative or innovative. This incorporates publishing
literature, releasing works of art, inventing products, solving problems.

Spirited
This means being energetic, enthusiastic, and determined. This encompasses high
construction and development, high involvement in sports and competitions.

Successful
This means achieving success, riches, or social standing. This covers winning
competitions, ranking well in indexes such as the Gini Index, Human Development
Index or Financial Development Index, developing in an area benefiting the populace
like improving transport or literacy.

Daring
This means being boldly audacious or adventurous. It can involve participating in
daredevil activities, building new types of architecture, doing new things such as
progressive government schemes like legalising abortion and gay marriage despite very
widespread protest, funding expeditions to unexplored areas.

Small town
This means being characteristic of a small town, maybe not modern. This contains
family oriented values such as traditional Indian values of arranged marriages,
abstinence, engaging in religious activities, respecting elders without question. In the
context of a region, there could be laws upholding this such as not allowing unmarried
couples to live together, lack of abortion care, and many religious areas of worship.

Wholesome
This means being decent or moral. It is composed of having a low crime rate, being
inclusive of all people, donating to charities, caring about the underprivileged,
undomesticated animals, and orphans among others.
 Execution

➢ Jorhat

1. Ruggedness is one of the best dimensions suited for Jorhat. Jorhat also exhibits
toughness. It demonstrates being rugged by containing the multi-purpose Jorhat
Stadium: the oldest stadium of Assam. The renowned football championship ATPA
Shield has also been hosted annually since 1955. This participation in sports is
demonstrative of ruggedness.

2. Competence is also one of the best dimensions suited for Jorhat. Jorhat also presents
intelligence. Competence is displayed by Jorhat possessing one of the highest literacy
rates in the state (in 2011 it was 91.39%); a competent populace.

3. Excitement is also a suitable dimension for the city of Jorhat. This city shows the
characteristic of being spirited by continually contributing in the fields of arts, culture
and tradition of contemporary Assamese society via producing creative writers,
historians and journalists.
A notable example is Birendra Kumar Bhattacharya, the first Assamese person to win
the most prestigious Indian literary award- Jnanpith Award- who belongs to Jorhat,
presenting excitement as Jorhat dares to compete among other literature writers and
wins.

➢ Dimapur

4. Competence is one of the best dimensions suited for Dimapur. This city exhibits the
characteristics of being successful and intelligent.
It demonstrates being competent and successful by acting as the commercial hub of
Nagaland, a transit centre for trading goods brought in, hosting many private and
central banks and major hotels such as the Hotel Acacia, Hotel Saramati, Hotel Lake
Shilloi among a range of others. This speaks to the once successful era when Dimapur
was the capital of the Dimasa Kingdom, which was once a powerful state.

5. Excitement is also one of the best dimensions suited for Dimapur. This city exhibits the
characteristics of being daring and spirited.
Dimapur presents excitement as it was the staging post for the Allied offensive during
the war. Allied reinforcement came through Dimapur by rail, road, and air for the battle
against the Japanese.

6. Sincerity is also a suitable dimension for Dimapur. Dimapur also exhibits

wholesomeness and being a small-town.
It demonstrates being sincere by containing many such religious places of worship
including Dimapur Jain Temple, Radha Krishna Temple, Ganesh Temple alongside
Noorani Jama Masjid, Lahorijan Masjid, Holy Cross Church, Sumi Baptist Church,
among many others. This shows how sincere Dimapur is by being inclusive of the values
of all of its population, alongside presenting the family values of the various religions in
this manner.