INPUT: personality that the marketer wishes to attach to his brand.
TAKE-AWAY: impression of that personality which actually enters the target consumer’s head.
In March 1989, several students at the Indian Institute of Management, Calcutta (IIMC), conducted small-scale surveys on the personalities of various brands, as part of their course on Advertising Management.
SURVEY – INSTANT COFFEE Nescafe was compared to Gold Cafe-both 100% pure instant coffees, both heavily advertised and both premium-priced.
young man belonging to the Upper middle Class
educated and professionally qualified
ambitious and ‘wants to go places’
of high caliber and full of self-confidence
Mr. Gold café
older person, possibly graying at the temples and excluding sophistication
achieved much in terms of prestige within his organization as also financial standing
Cricket Wireless ’ “bright, lime green sofa” communicates this brand’s relaxed, comfortable, residential personality. This “residential” cue supports the brand’s positioning that Cricket can be a replacement for your home phone.
Starbucks ’ signature music cues a multicultural personality. You hear it … you’re aware of it. Additionally, their merchandise drives both brand identity and a unique flair – interesting, inviting and personable.
Southwest Airlines ’ “every-man” personality is evoked in their warm colors, their employee training, and their customer service interactions.
Who or what type of person, might use that product / brand. Raymond’s ad (playing with puppies) focuses on soft side of man (i.e. caring and loving)
Communicates about the life style of the user. It results in user-driven image which is transferred to the Brand. Brand personality needs to be updated with change in user imagery and information so that the brand remains contemporary and relevant.
Consist of elements like layout, colour etc (in print ads) and visual appeal, music
Intelligent and creative ads deliver brand personality.
Brand personality plays prominent role in product categories such as alcohol, cool drinks, and perfumes
Also acts as differentiator in case of Brand parity with respect to brand features.
Consumers have actual and ideal self concept, which has bearing on buying behavior. Self concept is sort of individual perception on his/her characteristics, abilities etc and also what others opinion on him/her is there.
Reflects the values, actions, and words of all employees of the corporation.
These dimensions reflect three distinct sets of personality traits that can guide employees in the organization and influence how the company will be viewed by others.
“ Body” “ Heart” “ Mind”
Collaborative Compassionate Disciplined Agile Passionate Creative “ Body” “ Heart” “ Mind” The company must be passionate about serving its customers and competing in the market and must have compassion for employees, stakeholders, and members of the communities in which it operates. A successful company must be creative in its approach to serving its customers and winning in the market, while also adopting a disciplined approach that ensures appropriate and consistent actions across the organization. The successful company must possess the agility to profitably react to changes in the market and also employ a collaborative approach that ensures it works well together inside and outside the company toward common goals.