BRAND PERSONALITY

Presented By:
Ankita Agarwal
Niyati Lawand
BRAND PERSONALITY?
 A set of human characteristics associated with a brand.
 How the brand behaves
 Gender, age, socio- economic class, psychographic ,emotional
characteristics.
SOME EXAMPLES

 Marlboro is ‘masculine’ while Virginia Slims is ‘feminine’

 IBM is ‘older’ while Apple is ‘younger’
 India Today is ‘old- fashioned’ while outlook is ‘trendier’
 Coke is ‘conforming’ while Pepsi is ‘irreverent’
ABOUT BRAND PERSONALITY

 Brand personality like human personality is both distinctive and

enduring
- Both Built over a period of time
 The outcome of all the consumer’s experiences with the brand
 In other words, the brand’s personality is the weighted average of
previous impressions
 In consumer’s mind, these impressions merge to from an overall
concept of what to expect from brand
MORE ABOUT IT……
 Brand personality is eagerly searched by brand strategists and
researchers
 Differences is responses by different consumers provide useful
insights
 For examples, users of a product will perceive a brand different
from non users
WHY USE BRAND PERSONALITY?
 Enriches understanding
 Helps gain an in-depth understanding of consumers perceptions
of and attitudes towards the brand
 can provide more insight than is gained by asking about attribute
perceptions
 For ex., Microsoft, IBM etc..,
WHY USE BRAND PERSONALITY?
 Contributes to a differentiating identity
 Can differentiate brands especially where brands are similar in
product attributes
 In fact , it can define not only the brand but product class context
and experience
 Mercedes Vs BMW; clinic Plus Vs Pantene
WHY USE BRAND PERSONALITY?
 Guides the communication effort
 Communicates the brands identity with richness and texture
 If the brand is specified only in terms of attribute associations,
very little meaningful guidance is provided
- Is Nike shoes or sports, performance and attitude?
WHY USE BRAND PERSONALITY?
 Creates brand equity
 Builds long term brand equity
 Differentiates the brand and makes it distinct from other
competitive offerings
 Serves as a powerful relationship device
HOW TO CREATE BRAND PERSONALITY?
 SPONSORSHIPS
FEELINGS ENGENDERED BY BRAND PERSONALITY

 There can be a set of feelings and emotions attached to a brand

personality, just as there are to a person. The use of such brand can
cause feelings and emotions to emerge.
HOW BRAND HELPS EXPRESS PERSONALITY?

 The Brand as a Badge:

 The Brand could serve as a consumer’s personal statement
 Cars, cosmetics, apparels lend themselves to personality
expression because their use occurs in a social context with
relatively high involvement
THE BRAND BECOMES PART OF THE SELF
 The ultimate personality expression occurs when a brand becomes
an extension or an integral part of the self
 The potential to create this oneness with some people can
represent a significant opportunity for a brand
TO SUM UP….

 A brand personality can help a brand in several ways:

 It can provide a vehicle for customers to express their own
identity
 A brand personality metaphor helps suggests the kind of
relationship that customers has the brand
 Brand personalities serve to represent and cue functional benefits
and product attributes well.
INTRODUCTION TO NIKE
 Established in 1960 in Oregon
 Phil knight and Bowerman- founder
 Nike has gone through many changes
 Started small and now has covered the U.S. and international
market.
 Nike = winged Goddess of victory
 “Greeks say when we go to battle and wins, we says it is
NIKE!”
CONT….
 Importantly, brand personality is often a
sustainable point of differentiation
Sustainable because it is very difficult to copy a
personality
Thank you