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The Group`S Brand Personality
 

The Group`S Brand Personality

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    The Group`S Brand Personality The Group`S Brand Personality Presentation Transcript

    • Brand personality Presented by: The Group
    • What is brand personality?
      • Brand personality is set of human characteristics associated with a brand.
      • Personality is how the brand behaves.
      • Gender, age, socio-economic class, psychographic, emotional characteristics.
    • About brand personality……
      • Brand personality, like human personality is both enduring and distinctive.
      • (Both are built over a period of time)
      • Refers to the outcomes of consumer's experiences with the brand.
      • In other words, it is the weighted average of previous experiences and impressions of consumers about the brand.
      • In consumer's mind these experiences and impressions merge to form an overall concept of what to expect from the brand.
    • Examples of brand personality
      • “ Blackberry” is professional while “Nokia” is amateur.
      • “ Marlboro” is masculine while “Virginia slims” is feminine.
      • “ IBM” is older while “Apple” is younger.
      • Brand personality eagerly searched by brand strategists and researchers.
      • Differences in response by different users provide useful insights about the brand.
      • A user of a brand will perceive a brand different from a non-user.
    • In essence..
      • “ Personality traits are what the brand will live and die for.”
      • “ Sensitive management of a brand's archetypal image is critical to the well being of a brand and key to reversing the tide of ebbing brand loyalty.”
    • To illustrate how people think in personality terms, here are the results of a consumer research, when asked the question : “ if these two companies were people, how would you describe them?”
      • Company A
      • Sophisticated
      • Arrogant
      • Efficient
      • Self-centered
      • Distant
      • Disinterested
      • Company B
      • Easy going
      • Modest
      • Helpful
      • Caring
      • Approachable
      • interested
    • Example: “blackberry”
      • Professional
      • Classy
      • Sophisticated
      • Independent
      • Modern
      • Upper-class
      • Resourceful
    • Why use brand personality?
      • ENRICHES UNDERSTANDING
      • Helps gain in-depth understanding of consumer perceptions of and attitudes towards the brand.
      • Can provide more insight than is gained by asking about attribute perceptions.
      • Example: “Blackberry”, “IBM”, “Microsoft”.
    • Why use brand personality?
      • HELPS IN DIFFERENTIATING IDENTITY
      • Can differentiate brand especially where brands are similar in product attributes.
      • It defines not only brand but product class, context and experience.
      • Example: Mercedes Vs BMW,
      • Coke Vs Pepsi
    • Why use brand personality?
      • CREATES BRAND EQUITY
      • Build 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?
      • Personality of a person is affected by everything associated with him – friends, neighborhood, activities, clothes etc..
      • So too is a brand personality.
    • Product related characteristics