Brand Personality

Brand Personality?
a set of human characteristics
associated with a brand
 how the brand behaves
 Gender, age, socio-economic
class, psychographic, emotional
characteristics.

SOME EXAMPLES…
MASCULINE FEMININE

YOUNGER
OLDER

TRENDIER
OLD FASHIONED

IRREVERENT
CONFORMING

 like human personality, is both distinctive and
enduring.
 built over a period of time.
 the outcome of all the consumer’s experiences
with the brand.
 In consumer’s mind, these impressions merge to
form an overall concept of what to expect from
brand

How to create Brand
Personality?
SPONSORSHIPS

SYMBOLS can be controlled and can
have extremely strong associations.

BRAND AMBASSADORS

HOW BRAND HELPS EXPRESS PERSONALITY?
Feelings Engendered by Brand Personality
There can be a set of feelings and emotions attached to a
brand personality, just as there are to a person. The use of
such brands can cause feelings and emotions to emerge.

HOW BRAND HELPS EXPRESS PERSONALITY?
The Brand as a Badge
 A brand could ser ve as a consumer’s
personal statement.
 Cars, cosmetics, apparels lend
themselves to personality expression
because their use occurs in a social
context with relatively high
involvement

The Brand Becomes Part of the Self
 The ultimate personality expression occurs
when a brand becomes an extension or an
integral par t of the self.
 The potential to create this oneness with
some people can represent a significant
oppor tunity for a brand.

 A brand personality can help a brand in several ways:
◦ It can provide a vehicle for customers to express their own
identity.
◦ A brand personality metaphor helps suggests the kind of
relationship that customer has with brand.
◦ Brand personalities serve to represent and cue functional benefits
and product attributes well.
 Importantly, brand personality is often a sustainable point of
differentiation
◦ Sustainable because it is very difficult to copy a personality.