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Brand personality

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The presentation answers following …

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

Published in Business
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  • 1. By –Pankaj Kumar Department Of Management Studies Pondicherry University
  • 2. BRAND
    • Refers to symbols such as name, logo, slogan, design etc.
    • Customer experience represented by collection of images & ideas.
  • 3. 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 .
  • 4. 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)
  • 5. Tangible aspects of the Brand
    • Package
    • Price
      • Nirma
      • Medimix
  • 6. 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
  • 7. EXAMPLES
    • Brands having charisma extends well beyond their brand’s functional benefits
  • 8. 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
  • 9. 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
  • 10. 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.
  • 11.
    • 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
  • 12. REFLECTIONS
    • The perceptions, motivations, and values of its targeted customers must be reflected.
    • American Express
    • Sophisticated
    • Dignified
    • Educated
  • 13. Types of Brand Personalities
  • 14. 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
  • 15. 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.
  • 16. Company A Company B Sophisticated Easy going Arrogant Modest Efficient Helpful Self-centered Caring Distant Approachable Disinterested Interested
  • 17. STRATEGIES
    • Making the Customer Connection:
      • Communicate the brand’s personality
      • Create the connection between customer and product
      • Give customers what they expect
      • Keep promises
  • 18. 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.
  • 19. 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
  • 20. 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.
  • 21. ADVERTISING IN CREATING BRAND PERSONALITY
    • Helps brands to gain market share, command price premium
    • Key advertising elements:
      • Endorser
      • User imagery
      • Symbols
      • Execution elements
  • 22. 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
  • 23. 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.
  • 24. 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. 
  • 25. 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.
  • 26. 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”
  • 27. 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.
  • 28. Thank You