Brand Personality
Upcoming SlideShare
Loading in...5
×
 

Brand Personality

on

  • 23,533 views

this ppt is one of the best ppts i'v prepared.. i jst luv it..hope u guys too, fynd it "meaningful"

this ppt is one of the best ppts i'v prepared.. i jst luv it..hope u guys too, fynd it "meaningful"
;-)

Statistics

Views

Total Views
23,533
Views on SlideShare
23,493
Embed Views
40

Actions

Likes
11
Downloads
1,755
Comments
4

1 Embed 40

http://www.slideshare.net 40

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • I work on the age of a brand (part of the brand personality) and try to determine the caracteristics that influence the perception of the age of a brand by customer
    You can help me thanks to this quick questionnaire : http://www.surveymonkey.com/s/5XFD9X6

    I am really interested by your opinion about the subject!
    Are you sure you want to
    Your message goes here
    Processing…
  • good
    Are you sure you want to
    Your message goes here
    Processing…
  • god one
    Are you sure you want to
    Your message goes here
    Processing…
  • nice
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Brand Personality Brand Personality Presentation Transcript

  • 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.