Brand personality
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Brand personality

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The presentation answers following
What is Brand Personality
How it is beneficial
How it can be created for your business

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    Brand personality Brand personality Presentation Transcript

    • By –Pankaj Kumar Department Of Management Studies Pondicherry University
    • BRAND
      • Refers to symbols such as name, logo, slogan, design etc.
      • Customer experience represented by collection of images & ideas.
    • Symbols & Logos
      • Logos should be:
        • Unique but easy to recognize
        • Worth remembering and represent ideas etc.
        • Look simple and yet capture wider meaning.
        • Relevant and in tune with the time .
    • Slogans / Punch Lines
      • Enhance brand recall
      • Have strong linkage with brand's essence / key values
      • Convey a clear meaning or suggest something about product category / brand / values / features / benefits of the brand
        • Peter England - Honest Shirt (sincerity)
        • Bank of Rajasthan - Dare to Dream (Excitement)
        • Mahindra Scorpio  - Nothing else will do (Ruggedness)
    • Tangible aspects of the Brand
      • Package
      • Price
        • Nirma
        • Medimix
    • Brand Personality
      • Expression of the core values & characteristics of a brand with emphasis on human personality traits e.g. friendly, intelligent, innovative
      • Process of transforming brand into a person or humanizing the brand.
      • Acts as brand differentiator &offers sustainable competitive advantage
    • EXAMPLES
      • Brands having charisma extends well beyond their brand’s functional benefits
    • ORIGIN
      • Hathaway, the manufacturer of brand of shirts, hired Ogilvy’s agency in 1951.
      • David Ogilvy created most successful & widely recognized brand personalities.
      • campaign showed the model in a series of situations in which he would have liked to find myself
    • BENEFITS
      • Helps to identify the brand attitude & various dimensions of the personality .
      • Focus of Brand messages is on critical drivers that reflect the brand’s personality and distinguish it from competitors.
      • Helps to create greater depth and dimension for the brand
    • WHAT PERSONALITY REVEALS ABOUT BRAND
      • Demonstrates a Brand’s Passion, Expertise & ultimate purpose
      • Touches & energies the motivation of the targeted Customer Segments
      • Projects the Brand’s Core Values and Beliefs
      • Describes how customer’s can expect to be treated.
      • Brand Personality is the “voice” behind Brand’s :
              • Values
              • Functional Attributes
              • Competitive Positioning
      • IBM vs. vs.
      • Corporate
      • Formal
      • Professional
      Microsoft Aggressive Main-stream Arrogant Apple Individualists Freethinkers Innovative
    • REFLECTIONS
      • The perceptions, motivations, and values of its targeted customers must be reflected.
      • American Express
      • Sophisticated
      • Dignified
      • Educated
    • Types of Brand Personalities
    • CREATING BRAND PERSONALITY
      • Define the target audience
      • Find out what they need, want and like
      • Build a consumer personality profile
      • Create the product personality to match that profile
      • E.g : Levi Strauss
      • masculine
      • youthful
      • rebellious
      • individual
      • free
      • American
    • STRATEGIES TO CREATE BRAND PERSONALITY
      • Values and Characteristics of Brand Personality :
      • Tend to prefer brands that fit in with their self-concept.
      • Like personalities that are similar to theirs, or to those whom they admire.
    • Company A Company B Sophisticated Easy going Arrogant Modest Efficient Helpful Self-centered Caring Distant Approachable Disinterested Interested
    • STRATEGIES
      • Making the Customer Connection:
        • Communicate the brand’s personality
        • Create the connection between customer and product
        • Give customers what they expect
        • Keep promises
    • INDIAN SCENARIO
      • 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.
      • Mr. Nescafe
        • 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
        • outgoing character
      • 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
      • nurse higher ambitions
      • learnt to control his emotions
      • sophistication is expressed in his finer tastes
    • Attitude & Tonality
      • 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.
    • ADVERTISING IN CREATING BRAND PERSONALITY
      • Helps brands to gain market share, command price premium
      • Key advertising elements:
        • Endorser
        • User imagery
        • Symbols
        • Execution elements
    • Endorser
      • Celebrity enjoys instant recognition & goodwill that can be transferred to the brand.
      • Personality of the brand and celebrity should complement each other. Eg. Sachin stands for style, power play, technique and excellence or performance and so best for Boost.
      • Reliable celebrity ensures instant awareness, acceptability and positive attitude towards the brand, which is precursor to buying.
      • Indian celebrity can connect foreign brand with the Indian consumer with great effect. Eg. Big ' B' as brand  Ambassador for Reid & Taylor
      • Endorser                         Attributes
      • Amitabh Bacchan      -  Resilent, professional, charismatic, unassuming
      • Sachin                    -  Excellence, determination faith hard work
      • Rahul Dravid             -  Reliable, consistency
      • M.S. Dhoni               -  Sheer power play
    • User Imagery
      • 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.
    • Executional Elements
      • 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. 
    • CORPORATE BRAND PERSONALITY
      • What a company is and how it presents itself to the consumer are defined by its corporate brand personality. It is a form of brand personality specific to a corporate brand.
      • Procter & Gamble
      • Corporate brands will typically have a set of personality traits that is broader and differently composed than the set of personality traits for each product brand owned.
      • Can be defined in terms of the human characteristics or traits of the employees of a corporation as a whole.
    • CORPORATE BRAND PERSONALITY TRAITS
      • 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.
    • Thank You