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DYNAMICS

OF BRAND
PERSONALIT
Y
BRAND

Refers to symbols such as name,


logo, slogan, design etc.

Customer experience represented


by collection of images & ideas.
Brand Personality
 Expression of the core values & characteristics
of a brand with emphasis on human personality
traits e.g. friendly, intelligent, innovative

 Process of transforming brand into a person or


humanizing the brand.

 Acts as brand differentiator &offers sustainable


competitive advantage
EXAMPLES
 Brands having charisma extends well beyond
their brand’s functional benefits
ORIGIN
Hathaway, the manufacturer of brand of
shirts, hired Ogilvy’s agency in 1951.

David Ogilvy created most successful &


widely recognized brand personalities.

campaign showed the model in a series of


situations in which he would have liked to
find myself
BENEFITS
Helps to identify the brand attitude & various
dimensions of the personality .

Focus of Brand messages is on critical drivers


that reflect the brand’s personality and
distinguish it from competitors.

Helps to create greater depth and dimension


for the brand
 Analysis of the fit between the use of celebrities
and the brand’s personality to differentiate
between right and wrong.

 Management of the brand’s international


personality and monitoring of valuable cross-
cultural personality traits.

 Understanding which dimensions result in


preference, differentiation, trust and loyalty.
ROLE OF
BRAND
PERSONALIT
Y
WHAT PERSONALITY
REVEALS ABOUT A BRAND

 Demonstrates a Brand’s Passion, Expertise &


ultimate purpose

 Touches & energies the motivation of the targeted


Customer Segments

 Projects the Brand’s Core Values and Beliefs

 Describes how customer’s can expect to be treated.


Brand Personality is the “voice” behind Brand’s :
• Values
• Functional Attributes
• Competitive Positioning

IBM vs. Apple vs. Microsoft


Corporate Individualists Aggressive
Formal Freethinkers Main-stream
Professional Innovative Arrogant
Environmental Design
 A brand is demonstrated through everything be:
product design, merchandising, décor, signature
elements, background sounds & even smells.

Hot color
communicates
an aggressive,
passionate
personality
POWER BUILDING
Plays role in introduction & growth of new
brands to create noticeable differentiation

•Young, trendy,
stylish
•Provide better &
different shopping
experience
•compelling prices &
clean-attractive
stores
REFLECTIONS
The perceptions, motivations, and values of
its targeted customers must be reflected.

 American Express
•Sophisticated
• Dignified
•Educated
DIMENSIONS
OF BRAND
PERSONALIT
Y
JENNIFER AAKER BRAND
PERSONALITY FRAMEWORK

BRAND
PERSONALITY

Sincerity Excitement Competence Sophistication Ruggedness


CREATING BRAND
PERSONALITY
1) Define the target audience
2) Find out what they need, want and like
3) Build a consumer personality profile
4) Create the product personality to match that profile

E.g: Levi Strauss


 masculine  individual
 youthful  free
 rebellious  American
STRATEGIES TO CREATE
BRAND PERSONALITY
Values and Characteristics of Brand
Personality:

Tend to prefer brands that fit in with their


self-concept.

Like personalities that are similar to theirs, or


to those whom they admire.
Company A Company B

Sophisticated Easy going

Arrogant Modest

Efficient Helpful

Self-centered Caring

Distant Approachable

Disinterested Interested
STRATEGIES

Making the Customer Connection:

 Communicate the brand’s personality


 Create the connection between customer and product

 Give customers what they expect

 Keep promises
INDIAN SCENARIO
 INPUT: personality that the marketer wishes to attach to
his brand.
 TAKE-AWAY: impression of that personality which
actually enters the target consumer’s head.

 In March 1989, several students at the Indian Institute of


Management, Calcutta (IIMC), conducted small-scale
surveys on the personalities of various brands, as part of
their course on Advertising Management.
SURVEY – INSTANT COFFEE
Nescafe was compared to Gold Cafe-both 100% pure
instant coffees, both heavily advertised and both
premium-priced.

Mr. Nescafe Mr. Gold café


 older person, possibly graying at the
 young man belonging to the
Upper middle Class temples and excluding sophistication
 achieved much in terms of prestige
 educated and professionally within his organization as also
qualified financial standing
 ambitious and ‘wants to go  nurse higher ambitions
places’  learnt to control his emotions
 of high caliber and full of  sophistication is expressed in his finer
self-confidence tastes
 outgoing character
COMMUNICATI
NG BRAND
PERSONALITY
Symbols & Logos
Logos should be:
 Unique but easy to recognize
 Worth remembering and represent ideas etc.

 Look simple and yet capture wider meaning.

 Relevant and in tune with the time.


Slogans / Punch Lines
Enhance brand recall
Have strong linkage with brand's essence /
key values
Convey a clear meaning or suggest
something about product category / brand /
values / features / benefits of the brand
 Peter England - Honest Shirt (sincerity)
 Bank of Rajasthan - Dare to Dream (Excitement)
 Mahindra Scorpio - Nothing else will do (Ruggedness)
Tangible aspects of the Brand

Package
Price
 Nirma

 Medimix
Attitude & Tonality
Southwest Airlines’ “every-man” personality is
evoked in their warm colors, their employee
training, and their customer service interactions.
 Cricket Wireless’ “bright, lime green sofa” communicates this
brand’s relaxed, comfortable, residential personality. This
“residential” cue supports the brand’s positioning that Cricket can be a
replacement for your home phone.
 Starbucks’ signature music cues a multicultural personality. You hear
it … you’re aware of it. Additionally, their merchandise drives both
brand identity and a unique flair – interesting, inviting and personable.
ROLE OF
ADVERSTISIN
G
ADVERTISING IN CREATING
BRAND PERSONALITY
Helps brands to gain market share,
command price premium
Key advertising elements:
 Endorser

 Userimagery
 Symbols

 Execution elements
Endorser
 Celebrity enjoys instant recognition & goodwill that can be transferred to
the brand.
 Personality of the brand and celebrity should complement each other.
Eg. Sachin stands for style, power play, technique and excellence or
performance and so best for Boost.
 Reliable celebrity ensures instant awareness, acceptability and positive
attitude towards the brand, which is precursor to buying.
 Indian celebrity can connect foreign brand with the Indian consumer
with great effect. Eg. Big ' B' as brand Ambassador for Reid & Taylor

Endorser Attributes
Amitabh Bacchan - Resilent, professional, charismatic, unassuming
Sachin - Excellence, determination faith hard work
Rahul Dravid - Reliable, consistency
M.S. Dhoni - Sheer power play
Rani Mukherji - Youthful, enthusiastic
User Imagery
 Who or what type of person,
might use that product / brand.
Raymond’s ad (playing with
puppies) focuses on soft side of
man (i.e. caring and loving)

 Communicates about the life style


of the user. It results in user-
driven image which is transferred
to the Brand. Brand personality
needs to be updated with change
in user imagery and information
so that the brand remains
contemporary and relevant.
Executional Elements
 Consist of elements like layout, colour etc (in print ads) and visual
appeal, music

 Intelligent and creative ads deliver brand personality.

 Brand personality plays prominent role in product categories such


as alcohol, cool drinks, and perfumes

 Also acts as differentiator in case of Brand parity with respect to


brand features.

 Consumers have actual and ideal self concept, which has bearing
on buying behavior. Self concept is sort of individual perception
on his/her characteristics, abilities etc and also what others opinion
on him/her is there.
CORPORATE
BRAND
PERSONALIT
Y
CONCEPT
 What a company is and how it presents itself to the consumer
are defined by its corporate brand personality. It is a form of
brand personality specific to a corporate brand.

 Procter & Gamble

 Corporate brands will typically have a set of personality traits


that is broader and differently composed than the set of
personality traits for each product brand owned.

 Can be defined in terms of the human characteristics or traits


of the employees of a corporation as a whole.
CORPORATE BRAND
PERSONALITY TRAITS
 Reflects the values,
actions, and words of all
employees of the
corporation.
“Body”
 These dimensions reflect
three distinct sets of
personality traits that can
guide employees in the “Heart” “Mind”
organisation and influence
how the company will be
viewed by others.
The company must be passionate
about serving its customers and “Body”
competing in the market and must
have compassion for employees,
stakeholders, and members of the
communities in which it operates. “Heart” “Mind”
•A successful company must be
creative in its approach to serving
its customers and winning in the Creative Collaborative
market, while also adopting a
disciplined approach that ensures
appropriate and consistent actions
across the organisation. Passionate Compassionate

The successful company must


possess the agility to profitably react
to changes in the market and also Agile Disciplined
employ a collaborative approach that
ensures it works well together inside
and outside the company toward
common goals.
CONCLUSI
ON