Personality

Personality is an individual's typical way of

feeling, thinking, and acting
 Approaches of Perception
• Multi-trait Approach
• Single Trait Approach
 Multi-trait Approach
• The multi-trait theory used most commonly by marketers is the Five-
Factor
Model.
• This theory identifies five basic traits formed by genetics and early
learning.
These core traits interact and manifest themselves in behaviors triggered
by situations.
Multi-trait Approach
 Single-Trait Approach
• Single-trait theories emphasize one personality trait as being particularly
relevant to understanding a particular set of behaviors.
• They do not suggest that other traits are nonexistent or unimportant.
Rather, they study a single trait for its relevance to a set of behaviors, in
our case, consumption-related behaviors.
• Examples of single-trait theories of relevance to marketing include those
dealing with vanity, trait anxiety, sensation seeking, compulsive
buying, materialism, affect intensity, and self-monitoring
 Single-Trait Approach
• Consumer ethnocentrism
• Reflects an individual difference in consumers’ propensity to be biased
against the purchase of foreign products.
• Consumers low in ethnocentrism tend to be more open to other cultures,
less conservative, and more open to purchasing foreign-made products
 Single-Trait Approach
• Need for Cognition
• Need for cognition (NFC) reflects an individual difference in consumers’
propensity to engage in and enjoy thinking.
• Compared with low-NFC individuals, those high in NFC engage in more
effortful processing of persuasive communications, prefer verbal to visual
information, and are less swayed by the opinions of others.
• NFC has obvious implications for marketing communications
 Single-Trait Approach
• Consumers’ Need for Uniqueness
• Consumers’ need for uniqueness reflects an individual difference in
consumers’ propensity to pursue differentness relative to others through
the acquisition, utilization, and disposition of consumer good
 Brand Personification
• Brand personification suggests a consumer tendency to attribute
human life to brands.
• We can observe a close relationship would seem to exist between brand
personification and brand personality.
• This logic suggests that strong brand personification can be inferred from
the ease with which distinct brand personalities can be assigned.
 Brand Personality
• Brand personality is the human characteristics or traits that consumers
can attribute to a brand.
• Communication of a brand personality is one of the primary ways
marketers can make a product stand out from competitors and inspire
brand loyalty.

People want to see the humanity within a

business
 Brand Personality
• If the brand were to come alive as a person,
• What would it be like? (Image, Looks, Physical dynamics)
• What would it do? (Role, activities, services, message)
• Where would it live? (Consumer Perception, Location)
• What would it wear? (Packaging, Selection of Colors)
• Who would it talk to if it went to an event? (Target audience, Target Market)
• What would it talk about? (Competitive advantage, Benefits)
 Brand Identity
• A person’s identity serves to provide direction, purpose and meaning for that person.
• Consider how important the following questions are
• What are my core values? (Brand Commitments, Brand promises)
• What do I stand for? (consumer perceived value)
• How do I want to be perceived? (Product, Brand perception)
• What personality traits do I want to project? (brand attributes, elements)
• What are the important relationships in my life? (Consumers, shareholders, Market
growth, Sales)
The Use of Personality in Marketing
Practices
 Assessing Brand Personality
• 1. Sincerity: Loyalty with brand is represent to the sincerity
(down-to-earth, honest, wholesome, and cheerful
• 2. Excitement (daring, spirited, imaginative, and up-to-date)
How much you get excited ? Your opinion about the brand after using it.
• 3. Competence (reliable, intelligent, and successful)
Who are the competitors of your brand
• 4. Sophistication (upper class and charming)
The quality of being sophisticated
• 5. Ruggedness (outdoorsy and tough)
Western, Tough = tough, rugged
Sincerity
Excitement
Excitement
Competence
Competence
Sophistication
Sophistication
Ruggedness
Ruggedness
 Brand Personality Traits
• Masculine (Strength, courage, independence, leadership, and assertiveness)
• Feminine (Supportiveness, gentleness, warmth, cooperativeness)
• Older (Loyalty, Awareness, Higher sales and profits)
• Younger (Uniqueness, Passion, Consistency.)
• Old fashioned (Based on strong historical norms, values beliefs)
• Trendier (Based on going trend, day by day cultural changes)
• Conforming (Perceptions, Adaptation)
• Irreverent (Stubbornness, Importance)
 How to Create Brand Personality
• There are various ways to make a strong Brand Personality discovered by
different authors and researchers, here we will discuss about some major
points that could help make a strong Brand Personality.
1. Symbols, Logo
2. Brand Ambassadors
3. Feelings engendered by Brands
4. Brand as a badge
 Symbols, Logo
• Symbols can be controlled and can even have Strong associations.
•
 Brand Ambassadors
• A brand ambassador promotes a product or brand that they feel positively
towards and want to share with their followers. There are many types of
brand ambassadors. We are going to focus on the top 4 most popular:
• Influencers
• Customer Ambassadors
• Expert Ambassadors
• Affiliate Ambassadors
Brand Ambassadors
 Feelings engendered by Brands
• Engaging with your users makes them feel more personally connected to
your brand and elicits more emotional reactions.
• Start engaging your users more by connecting with influencers, sharing
user-generated content on social media, and replying to reviews and
comments to make lasting connections
 Brand as a badge
• Brands send a message about the person using them.
• If we ask consumers to imagine a BMW driver and a Ford Truck driver,
they can easily tell us the differences between the two types
 Why use brand personality?
1. Creates brand equity Creates brand equity
2. Builds long-term brand equity
3. Differentiates the brand and makes it distinct from other competitive
offerings