Identity and Personality

Associations
Creating a brand
Image Vs Identity
 IDENTITY IMAGE
 The way a company aims to  The way the consumers
identify or position itself perceive the company
 Brand Identity
 A unique set of associations
 Represents the Brand
 Implies customer promise
 Direction, purpose and meaning
 Central to strategic vision
Brand Identity Planning
Aaker Model
 Brand Identity Planning
Extended

core

Brand As Product Brand as Brand As Brand As

Organization Person Symbol
1. Product Scope
1. Organizational 1. Personality 1. Visual
2. Product
Attributes Imagery and
Attributes 2. Brand-
metaphors
3. Quality/Value 2. Local vs. customer
Global relationship 2. Brand
4. Uses Hreritage
5. Users
6. Country
 Brand as a product
 Defined by product attributes
 Important influencer
• Linked to user requirements-product experience.
 Six dimensions to this group
 Brand as an organization
 Brand as organization attributes.
 Less tangible and more subjective.
 Attributes
• CRM
• Innovation
• Perceived quality
• Visibility and Presence
 Contribute towards value propositions and
customer relationships.
 2 dimension to the group
 Brand as Person
 Brand with human traits
 Becomes a vehicle for customers to express
their own personalities
 2 dimensions to the group
 Brand as a symbol
 Captures almost anything that represents the
brand.
 Recognizable, meaningful and trustful Visual
metaphor
 2 dimensions to the group
Brand Identity Planning
Kapferer Model
Kapferer’s Prism
 Dimensions of the Prism
 Physique An exterior facet communicating physical specificities, colour, form
and brand qualities

 Personality is same as Aaker, it answers the question “what happens to this

brand when it becomes a person?”

 Culture symbolizes the organization, its country-of-origin and the values it

stands for.

 Relationship is the base of interaction between consumer and the organisation.

 Reflection is the way the customer wishes to be seen as a result of using a

brand. the target outward's mirror

 Self-image is what the consumer think of himself.

 Illustrated: Nokia
Physique: Communication device, hi technology, performance, design,
interchangeable/ colorful “covers”, premium materials and graphics, user
friendly software, big display, no antenna, comfortable forms, electronic visual
identifierNokia blue and Nokia logo.
Personality: Innovative, fun, committed, reliable, trendy, involved, high
achiever, honest, socially accountable and progressive.
Culture: Communication, respect for the individual, innovation, reliability,
customer focus, customer satisfaction, cutting edge communications technology
and global.
 Examples
 Relationship: “Connecting people”.
 Reflection: Young, sophisticated, cool, fun, fashion and status concerned.
 Self-image: Young, trendy, sophisticated, able to buy (symbol of social
status), innovative and technology aware.
Comparative Identity
Adidas vs Nike
 Adidas

Picture of Sender

Physique Personality
Sports and fitness Traditional, conservative,
collective
E I
x n
t t
e e
r r
n n
a Relationship Culture a
l Quality and heritage European, Traditional l
i i
z z
a a
t t
i i
o o
n n
Reflection Self Image
True sportsmanship, A good Relates more to competing
team player, Strong work than to winning
ethic

Picture of Receiver
 Nike

Picture of Sender

Physique Personality
Sports and fitness Like Jordan, Woods…

E I
x n
t t
e e
r r
n n
a Relationship Culture a
l Sponsorship, ethics American, Just do it! l
i i
z z
a a
t t
i i
o o
n n
Reflection Self Image
Aggressive, provocation, in- Cool, I am an athlete
your face

Picture of Receiver
 Adidas Nike

Picture of Sender Picture of Sender

Physique Personality Physique Personality

E Sports and fitness Traditional, I Sports and fitness Like Jordan,
E I
x conservative, n Woods…
x n
t collective t t t
e e e e
r r r r
n n n n
a Relationship a a Relationship
Culture Culture a
l Quality and l l Sponsorship,
European, American, Just do l
i heritage i i ethics
Traditional it! i
z z z z
a a a a
t t t t
i i i i
o o o
Reflection Reflection o
n Self Image n n Self Image
True sportsmanship, A good team Aggressive, provocation, in- n
Relates more to competing than to Cool, I am an athlete
player, Strong work ethic winning your face

Picture of Receiver Picture of Receiver

Comparative Analysis
Brand Personality
 Influencer of Brand Image
 Three aspects
• Attributes
• Consequences
• Personality
 Brand Personality Associations
 Traits of Human personality
• Physical
• Demographic
• Traits
• Value
 Brand personality as an Enabler
• Relate to a brand like we relate to people
 Brand Personality Association
 Similar traits for a brand
• Physical: character,symbols, type of user etc
• Demographic: Reid & Taylor v/s Grasim
• Value: Brand Values attract consumers with similar life
values
 E.g.: Bud Light
 Consumers: young: fun and excitement
 Bud light Personality: Party animal
 Mnemonic : Spuds Mckenzie
 Brand Personality Associations
• Traits: The Big Five
 Extraversion/Introversion
 E.g.: adventurous-cautious, sociable-reclusive
 Agreeableness
 E.g.: good natured-irritable, gentle-headstrong
 Conscientiousness
 E.g.: responsible-undependable, tidy-careless
 Emotional Stability
 E.g.: composed-excitable, calm-anxious
 Culture
 E.g.: refined-crude, imaginative-simple
Importance
Marketer/Consumer
 To Marketers
 Creates Differentiation
 Gain Market Share
 Demand Higher Price
 Adds to Brand Equity
What is Brand Equity
 Benefits Brand Equity
TO THE FIRM TO THE CUSTOMER
 Higher Sales price  Increases confidence in
 Access to distribution purchase decision
 Strong Shelf space  Enables interpretation and
 Consumer Awareness processing of information
 Loyalty  Improves post usage
 Brand extensions satisfaction
• Double edged
 To Consumer
 Reinforces self identity
• Brand Personality gives meaning
• Consumer acquires/assimilates the same
• Ideal or aspirational personality
 Creates Social Value
• Defines a sense of group
 To Consumer
 Maximum Importance: Situations
• Social signaling value
• Relative scarcity
• Ambiguity of quality
• Susceptibility to symbolism
 High self monitors
 Low self monitors
 Implementation
Implementing Brand Personality Strategy
 Steps to implementation
 Researching symbolic associations
 Deciding a brand personality
 Execution of the desired personality
Implementation
Research
 Research: Quantitative
 Buying scales
 Adjective listing
 Disadvantages
• Incomplete adjective list
• Hesitation during direct elicitation
 Research: Qualitative
 Photo picks
• Fisheye-Indian Terrain
 Free Association
• Ogilvy- Hutch
 Sentence completion
• Burger King
 Visual setting
• Coors/Lowenbrau
 Psychodrama:
• McCann-Erickson
• Pilsbury-Duncan Hines
 Cross association
• Young & Rubicam
• Titan Raga
 Cosmopolitan
 Page 3
 Sex & the city
Implementation
Targeting a brand personality
 Points to ponder
 Correspond to ‘Ideal’ brand personality
 Competitive brand personalities
 Relate to the Brand Promise
• Nike :competition, determination, winning
• Athletes
 Choosing a target personality
 Demographic
 Values

 Caveat
• Constant tracking
• Change over Time
• Change over Circumstance
Implementation
Execution
 Execution
 Multiple contributors  Key Advertising
• Advertising elements
• Corporate Rep • Endorser
• Pricing • Execution elements
• Packaging • Symbols
• Promotions • Consistency
 Endorser
 Choice of endorser crucial
 Repetition – personality transfer
 Celebrity
• Pierce Brosnan- Omega
 Character
• Marlboro man
• Casting crucial
 User Imagery
 Imagery portrayed in advertising
• Setting
• Props
• Theme
• Characterisation
• Example: Rolling stone
 Executional elements
 Music
 Visual Direction
 Pace
 Layout
 Cinematography
 Symbols
 Brand Mnemonic
 Appropriate associations
• ING Vysa: Lion
• Camel: Joe Camel