Brand personality provides an emotional identity for brands and encourages emotional consumer responses. It reflects how consumers feel about a brand rather than factual attributes. Consumers perceive brands on human personality dimensions like sincerity, excitement, competence, sophistication, and ruggedness. Red Bull's brand personality is defined by excitement - it uses spirited, imaginative, daring and up-to-date marketing that associates with athletes and music events. Saffola Oats projects sincerity by portraying an honest, family-oriented brand for all ages and budgets that is natural and conducive to well-being.

1. Brand
Personality
Group 9
Karan Arora – A007 Rubal Dhawan – A016
Mukund Kabra – A022 Nitesh Kabra – A023
Rohan Pant – A036 Rahul Potti – A040
Manoj Kasthuri – B029

2. Brand Personality
“You now have to decide what ‘image’ you want for your brand. Image means personality.
Products like people, have personalities, and they can make or break them in the marketplace”
– David Ogilvy
Brand Personality provides an emotional identity for a brand and encourages consumers to respond
with feeling and emotions towards the brand
Brand personality reflects how people feel about a brand, rather than what they think the brand is or
does
Consumers perceive the brand on dimensions that typically capture a person’s personality, and extend
that to the domain of brands

3. Brands with Strong Personalities

4. Types of Brand Personalities
Brand personality dimensions might
operate in different ways or influence
consumer preference for different
reasons.
Whereas Sincerity, Excitement, and
Competence represent an innate part
of human personality,
Sophistication and Ruggedness tap
dimensions that individuals desire but
do not necessarily have

6. Red Bull Origins
Dietrich Mateschitz founded Red Bull in Austria in the mid 1980's
In 1987, on April 1, Red Bull Energy Drink was sold for the very first
time in its home market of Austria
The launch of Red Bull was not only a new product but also the
birth of a new product category
Available in over 166 countries, Red Bull saw a revenue of €4.9
billion and sold over 5 billion cans

7. Red Bull & Excitement
Spirited
 Red Bull from the onset has been known for its quirky and comic based ads
 Red Bull’s cartoon campaign strategy - a well-known character, event or subject, to which a broad
audience can relate, is found in a " larger than life" story with an unexpected twist
“Red Bull: So awesome that polka
dots will literally fly off your tie!”
Leonardo: Birth of the Red Bull cartoon
campaign strategy
Red Bull’s first ever International Ad

8. Red Bull & Excitement
Imaginative
 Break from the clutter of regular ad campaigns
 Elements of iconic personalities, folklore and fairy tales used in a humorous way
Daring
 Trendy & Exciting - a motto that Red Bull religiously follows while associating
themselves with athletes and sports
In 1989, Red Bull sponsored its first motorsports athlete, Formula 1 driver
Gerhard Berger
Up-to-date
 Over the years Red Bull has associated it with a wide variety musical events and
grown with the current taste & preferences in music
 Red Bull Thre3style World DJ , Red Bull Tour Bus, Red Bull Sound Select etc.
Rapunzel:
First spot
developed
only for the
TV

10. Red Bull & Ruggedness
Sports, Music & Athletes
Red Bull Stratos

12. Saffola Oats Origins
Saffola entered the breakfast cereals category in 2010 through
the launch of Saffola Oats.
The breakfast cereals category is divided into two main segments
– hot cereals and cold.
Itwas a natural extension for Saffola, as oats were inherently
known to be good for the heart and Saffola’s equity lay in heart
health.

13. Saffola Oats Origins & Sincerity
Family oriented
Not restricted to any age
Favorable to be had together with
everyone during breakfasts
Available at a convenient price point

14. Saffola Oats Origins & Sincerity
Honest to consumer’s feeling
Makes them feel comfortable with their
idiosyncrasies
Presents a more realistic scenario of our
limitations with regard to sense of touch
and smell

15. Saffola Oats Origins & Sincerity
Conducive to or characteristic of
physical or moral well-being
Existing in or produced by nature; not
artificial or imitation w.r.t flavors or mind
Flavors with more masala, named in a
fun way and packaging done in small
sachets with to increase involvement

17. Founded by Hans Wilsdorf and
Alfred Davis in London, England
in 1905
Rolex is the largest single luxury
watch brand, producing about
2,000 watches per day, with
estimated 2012 revenues of
US$7.4 billion
It is headquartered in Geneva,
Switzerland, but relies on 4,000
watchmakers in more than 100
countries.
Forbes has ranked Rolex No.72 on
its list of the world's most
powerful global brands
Some of the world's most
famous athletes pitch
Rolex watches including:
Tiger Woods, Phil
Mickelson, Roger Federer
and Lindsey Vonn
ROLEX word is derived
from the words ROLLS
ROYCE and TIMEX, each
of which is a hallmark of
technology and precision

18. StylishExpressive Passion Elegant
Every ROLEX tells a Story
If there’s a brand whose brand ambassador(Roger Federer) is in perfect harmony with
everything that the brand represents it’s Rolex. Rolex is about elegance, style,
,uniqueness, glamour, exclusiveness expression, success..
Success Greatness
ROLEX is the official timekeeper for Wimbledon. It has a very catchy tagline
which goes like this: A Crown for Every Achievement

21. DUREX – THE BRAND THAT REDEFINES THE SEXUAL WELL BEING CATEGORY
EXCITEMENT AND SINCERITY DIMENSION

22. DUREX – CHANGE IN POSITIONING LEADS TO A CHANGE IN PERSONALITY
LOVE SEX DUREX
SAFE SEX  BETTER SEX
The experts in Sexual well
being, rather than mere
protection.
Redrew the mark, softened the letters, introducing a vignette
to make it more Gender-neutral and ‘plugging the hole’
under the X
Bigger, brighter, better and punchier colours to associate and engage
with both the audience. Also added a subtle circular background to
act as a distraction so that the brand logo stands out !!!
New brand philosophy:
Sex plays a fundamental
role in our physical and
emotional wellbeing. We
believe that a healthy and
rewarding sex life should
be everyone's to enjoy

23. CHANGE IN TONE & ADDITION TO CATEGORY LEADS TO CHANGE IN PERSONALITY
PLAY O, 2 IN 1 MASSAGE GELS, PURE FANTASY VIBRATORS
The personality of
‘knowledgeable
friend’ needed warm,
non-judgemental
and intelligent
language.
Sexual wellbeing is about more than safe sex. Durex
were already selling vibes and basic lubes, so they
developed the Durex Play proposition, to help people
explore their sexuality.

24. MEASURING THE DIMENSION
DO THE REX
HONEST DOWN TO EARTH DARING IMAGINATIVE