Consumer behaviour

ASMER KHAN 15879

FARHEENA PANHWAR 15661
IQRA SHAH 17662
KANZA RIFFAT SIDDIQUI 17850

What is brand personality?

Differentiate in category of sports item

brands
Nike
Puma
Adidas

Nike
Nike

brand continues to express the personality of authentic

athletes, of exceptional athletes, of passionate athletes. Of
athletes like Lebron, Jordan, Neymar etc
Nikes brand personality can be summed in up their Swoosh
logo that reflects aspects what people strive for like:
Daring
Dominance
Authencity
Innovation
Winning
Performance

Nike (continue)
Nike

has a huge target market/ target

audience.
No age range specified.
they target ones who has an spirit to be an
athlete.
Anyone striving to become an athlete will be
seen wearing Nike.

Nike personality traits

Daring
Imaginative
Unique

athletic
Performer
Action
Trendy
ruggedness

Adidas
Brand

PersonalityCompetence: Reliable, Intelligent and

Successful
Sincerity: Down-to-earth, Honest,
Wholesome and Cheerful
Tag

line:

Impossible is Nothing

Adidas: Personality Traits

Competence:
Adidas

print Ads and TV commercials mostly

revolve around the concept of competence
(reliability and success).
This has been done in very honest and downto-earth manner.

Adidas: Personality Traits (cont.)

Sincerity:
Many

of the print ads depict sincerity, specifically the

down-to-earth characteristic.
Print ads promoting the Originals Superstar shoe with
#OriginalSuperstar, an advertising campaign in which
superstars talk about superstardom being something
different to fame.
Footballer David Beckham, singer/songwriter Pharrell
Williams, singer/songwriter Rita Ora and basketball
player Damian Lillard were included in campaign.
Redefining the superstar concept

Adidas: Personality Traits (cont.)

Adidas: Personality Traits (cont.)

Cheerful

and wholesome aspect of the

personality type sincerity is used in some
print ads.

Adidas: Colours Used

Colours:
The logo is black and white
considered to be opposing colours.
Blacks most common association is with power, authority and strength.
White is associated with; peace, righteousness and cleanliness.
Both of the colours in logo suggests that the brand represents
strength/power but in a peaceful or down-to earth manner.
Used in the logo to show the two brand personalities of Adidas;
Competence (black) and Sincerity (white).
Blue is the most used colour in the print ads of Adidas. Blue represents
strength, wisdom and trust.
Americas favoured colour.
Blue has a calming effect on the psyche.

Adidas: Colours Used (cont.)

Puma
Anyone
Tag

who leads an active lifestyle

line:

FOREVER

FASTER

Puma-brand personality

Puma-brand personality (cont.)

Passion
Openness
Self

belief
Entrepreniualship
Puma

associate itself with Fashion brands, Fringe & extreme

sports, Music artists and Movie lovers.
In the dynamic changing consumer market, Puma intent to
surprise consumers by constantly delivering the unexpected
and challenging perceptions that continues to be a defining
representative in the world of sports such as Puma being used
by the worlds fastest man USAIN BOLT.

Puma-segments
Anyone

who leads an active lifestyle, their

target market is for 15-30 which is the age
when a person is sporty and active the
gender is for both female and male with
range of females and males sports clothing,
shoe wear even a perfume line.
Pumas market segmentation targets unique,
exclusive, imaginative consumers who
attractive originality.