•Consumers tend to assign various descriptive

Brand “personality – like” traits or characteristics to

different brands in a wide variety of product
Personality & categories.
Lifestyles
•This is one of the most effective use of the
concept of personality in marketing
applications.
Brand Personality:
•Brand personality is a framework that helps a company or
organization shape the way people feel about its product,
service, or mission.

•We can define brand personality as the communication

goals related to the attributes inherent in a product as well
as the profile of the perceptions received by consumers
about specific brands.
Brands basically have three dimensions:

(1) Physical attributes – such as color, price, ingredients, and so forth.

(2) Functional attributes – this means how the brand is functioning or

we can say the consequences of using a brand.

(3) Brands characterization – this means brands personality as

perceived by consumers. Brands may be characterized as modern or
old – fashioned, or lively or exotic, just the same way as people are
characterized.
Brand Positioning

• Brand positioning is about owning a unique position in the mind of the

target consumer, and it is an articulation of what you want your brand to
be to consumers. Also used to differentiate product offerings vs
competitors

APPLE dominates the technology COKE brings out the value of happiness,
friendship, joy, and sharing
STARBUCKS giving the best consumer
experience. DOVE brings out the beauty of women

NIKE made for serious athletes

Brand Identity

• Brand identity is the visible elements of a brand, such as color, design,

and logo, that identify and distinguish the brand in consumers' minds.

Brand Positioning : youthful, value-focused, playful and fun

Brand identity is a set of visual components that represents a
company’s ideas and allows customers to remember a brand and
distinguish it from dozens of others. It helps shape consumers’
perceptions about a company, build awareness, induce trial,
develop loyalty and trust, and make a brand memorable.
Brand Image

• Brand image is the perception a consumer has about a particular brand after
interacting with it. Simply put, it’s a result of a company’s team’s efforts to
create a brand identity.

• If it is successful, they shape a positive image.

The Brand Personality Framework is a way to think about brand personality types in
terms of five distinct dimensions:

Each dimension is further defined by brand personality traits, and it’s the combination of
these traits that makes a brand distinct and recognizable. The various types of brand
personality below can be seen in many of the world’s top brands.

These dimensions were first defined by branding and marketing expert Jennifer Aaker in a
seminal article in The Journal of Marketing Research.
 DESCRIPTION DIMENSION

wholesome, honest, cheerful,

and down-to-earth.

daring, energetic, imaginative,

and cutting-edge.

reliable, intelligent, trustworthy

and successful

refined, luxurious, status

conscious and charming

adventurous, outdoorsy,
hardworking and tough
Consumer
Lifestyle
 Demographics allow marketer to describe who buys a product; whereas
psychographics allow marketer to understand why they buy a product

Lifestyle segmentation is a type of psychographic segmentation that involves

gathering insights about potential customers' habits and preferences (through
surveys or past sales or loyalty program data) and then partitioning a market into
segments based on how they spend their time, the items in their surroundings

• a part of marketing management technique in which small sub-groups are

created from the data according to their choices, needs, likes and dislikes.
 Lifestyle

“. . . manifestations or
actual patterns of
behavior.”

LIFESTYLE is the way in which a person or group lives.

 A study using personality traits as descriptors
where some variable such as concern for
environment, is analyzed to find related
personality traits
Forms of
psychographic A lifestyle profile that looks at items that
differentiate between users and nonusers of a
product (who they are and who they are not)
studies the
following : A product-specific profile identifying a target
group that then profiles the consumers on
product-relevant dimensions
 A general lifestyle segmentation, where the
Forms of respondents in a large sample are placed in
homogeneous groups based on preferences
psychographic
studies the A product-specific segmentation where questions
following: used in general approach are tailored to a
product category.
 To define target market -what general characteristics
make up the target group-

To create a new view of market -where is there

How is opportunity
Psychographic
segmentation To position the product - to define the characteristics of
used? the product to fit a particular group

To better communicate product attributes- to define

the key qualities of the products

To develop overall strategy- to define how (the tactics)

to appeal to the consumer
By understanding lifestyle, marketers can separate people into
groups by looking at the leisure behaviors they exhibit and by
seeing how they spend disposable income. They can also see
lifestyle by looking at online activities- who the person
associates with, the groups they join, the social networks they
belong to, the things they share, the things they "like"

Lifestyle defines who we are and who we are not. Lifestyle is

not set in stone, it evolves through our lifetimes
LIFESTYLE CONCEPT IN MARKETING:

•Values are enduring but lifestyles change more rapidly. Marketers try to relate the product
to lifestyle. Some of the advertisers for making the ad effective, track trends in lifestyles of
key target markets and reflect those lifestyles in their ads.

•Lifestyle can also be defined as a mode of living that is identified by how people spend their
time (activities), what they consider important in their environment (interests) and what
they think of themselves and the world around them (opinions).
•This means lifestyles reflect a
person’s activities, interests and
opinions (AIO’s).

•People use concepts such as lifestyles to

understand the events happening around
them and to interpret, concep­tualize and
predict events as well as to reconcile their
values with events.
Activities, Interests, and Opinions (Exhibit 14.13)
•Marketers use psychographic studies to define
segments and to develop an in – depth under­standing
of market segments. Marketers now avoid the
definition of the segments through AIO’s in favor of
using AIO’s to better understand segments that have
been defined with more traditional variables.
 Types of Lifestyles Suitable For You

• HEALTHY LIFESTYLE
A healthy lifestyle is close and fitting with an active lifestyle. In order to have a healthy
lifestyle, you should choose your food, avoid junk foods, saturated fats, and sugar. Eat
healthily.

• ACTIVE LIFESTYLE
If you are a hyperactive, outgoing, or a person who loves to always become busy or
productive, this lifestyle is for you. An active lifestyle consists of having exercises daily,
socializing with people, join groups or clubs in your neighborhood, and an active and
healthy body and mind.
 Types of Lifestyles Suitable For You

• SOLO LIFESTYLE
For people who want to live solo or capable of not having anyone to be with them,
mostly the very independent people. In solo lifestyle you will learn a lot like how to be
much more responsible, you’ll learn to entertain yourself

• RURAL LIFESTYLE
If you love to grow crops, animals, and love nature and rural areas, then the rural
lifestyle is for you. You grow your own food, you put up a farm and grow fruits and
veggies and maybe animals. A rural lifestyle could be enjoyed by just sitting on your front
porch, looking at the field, enjoying your cup of coffee or tea and just enjoy the fresh
breeze.
 Types of Lifestyles Suitable For You

• BOHEMIAN LIFESTYLE
If you are an artistic, spiritual, musical person, this lifestyle fits you. To have a
bohemian lifestyle you will tend to travel a lot, seek adventures, make time for
your spiritual culture, artistic performances, and musical desires. You unleash the
beast and go party, be an outsider, put in some boho outfits, and make a lot of
friends.

• NOMADIC LIFESTYLE
A nomad constantly moves from one place to another, a person who doesn’t want
to have any permanent place to be in. A nomad feels comfortable and spends most
of their time with some other people from time to time, but nomads avoid
attachments since it might restrain them from leaving a certain place.
• Two people can share similar demographic
background (middle class, similar education,
age, occupation, income) yet have very
different psychographics and different buying
or consuming practices;

• Each person has a different lifestyle. Even

twins who live together will have different life
experiences.
• Lifestyle can be broadly defined as the way a person lives. In
sociology, a lifestyle typically reflects an individual's attitudes,
values, or world view.

• In consumer marketing, lifestyle is considered a psychological

variable known to influence the buyer decision process for
consumers.

• When you include marketing into the mix, lifestyle marketing is a

marketing approach where a brand connects itself to the ideals,
values and aspirations of their identified target audience.

Consumers have consistent patterns that guide their decisions to all brands
or consumption situations.
Life Matrix Segments
The first segmentation tool based on consumer values, lifestyles and life stages. The
Life Matrix segment is made up of ten different types/representations of people.
 Active/retired people
Affluent/cosmopolitan

FREEBIRDS 6%

Young/tech-savvy
and opinionated
Traditional family roles
Bargain seekers

TRADITIONALISTS 6% TRIBE WIRED 9%

 Affluent/active
Balances work/ family interests

Young/active singleswith
RENNAISANCE WOMEN 9% fun-filled lifestyles

Career couples
High disposable income
DYNAMIC DUOS 11%
FUN-ANTICS 10%
 Family oriented,
Time pressured
Budget constraint

Single in the city

PRIORITY PARENTS 14% Low disposable income STRUGGLING SINGLES 12%

SETTLED ELDERS 12%

Focuses on home, possessions

Announces status

Traditional and old values

Sedentary lifestyles
HOME SOLDIERS 11%
 RECENT TRENDS
Consumer Control
Consumers are more and more in control of what they watch. It's about PULL not
PUSH The consumer today is no longer a passive entity, the consumer is more and
more involved

Push marketing takes the product to the consumer, whereas pull

marketing brings the consumer to the product.
Marketers are increasing using technology to "pull" consumers into their
advertising.

A PULL MARKETING STRATEGY, also called a pull promotional strategy, refers to a

strategy in which a firm aims to increase the demand for its products.

For example, a company uses a push/pull promotional strategy.

They push to create customer demand through constantly developing new
products and offering these products in stores; and pull customers towards these
products through advertising and promotion deals.
• With the rise of fragmentation, marketers are desperate to try new ways to
attract an audience. In the 60's commercials were mostly 60 second spots then
they moved to 30 second and by the late 80s -15 second spots arrived (they make
up 36% of all TV ads today. But now some are trying 10 or even five second spots
or branding over top of shows

• Databases are increasing being used to create Addressable advertising-

advertising specifically for you- from the video screen at Tim Horton's to your TV
screen and your computer screen –

• Behavioral technology continues to produce Targeted ads, your behavior is

tracked -what you click is used to send targeted ads to the pages that you view.
• Paid search- key words are sold by Search engines so that when you search a term
those paid sites show up first in the list, or perhaps reroute you to another's page

• Push notification marketing is an advertising strategy whereby marketers inform

their target audience about services and products via browser notifications on an
array of devices.

• The compass and GPS on smart phones are used by marketers in apps allow users
to check-in to locations to share information and receive coupons and bonuses.
Augmented reality browsers allow marketers to post location relevant information

• Flexible Payment modes