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Brand Personality

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A really nice presentation describing Brand personality in very simple terms

A really nice presentation describing Brand personality in very simple terms

Published in: Business, Technology

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  • 1. Brand Personality
  • 2. What is brand personality?
    • Brand Personality is a set of human characteristics associated with a brand
    • Personality is how the brand behaves
    • Gender, age, socio-economic class, psychographic, emotional characteristics
  • 3. Some examples…
    • Marlboro is ‘masculine’ while Virginia Slims is ‘feminine’
    • IBM is ‘older’ while Apple is ‘younger’
    • India Today is ‘old-fashioned’ while Outlook is ‘trendier’
    • Coke is ‘conforming’ while Pepsi is ‘irreverent’
  • 4. About brand personality
    • Brand Personality, like human personality, is both distinctive and enduring
      • Both are built over a period of time
    • Refers to the outcome of all the consumer’s experiences with the brand
    • In other words, the brand’s personality is the weighted average of previous impressions
    • In consumer’s mind, these impressions merge to form an overall concept of what to expect from brand
  • 5. More about it…
    • Brand Personality is eagerly searched by brand strategists and researchers
    • Differences in responses by different consumers provide useful insights
    • For example, users of a product will perceive a brand different from non-users
  • 6. In essence…
    • ‘ Personality traits are what
    • the brand will live and die for’
  • 7. Examples…
    • Axe
    • Seduction, masculinity, inviduality, unconventionality
    • Marlboro
    • Masculinity, freedom, adventure
    • Levi’s
    • Rebellion, sensuality, being cool
  • 8. Example: Spinz
    • Young
    • Modern
    • Active
    • Outdoor
    • Cheerful
    • Friendly
    • ‘ Life of the Party’
  • 9. Why use brand personality?
    • Enriches understanding
    • Helps gain an in-depth understanding of consumer perceptions of and attitudes towards the brand
    • Can provide more insight than is gained by asking about attribute perceptions
    • For ex., Microsoft, IBM etc.,
  • 10. Why use brand personality?
    • Contributes to a differentiating identity
    • Can differentiate brands especially where brands are similar in product attributes
    • In fact, it can define not only the brand but the product class context and experience
    • Mercedes Vs BMW ; Clinic Plus Vs Pantene
  • 11. Why use brand personality?
    • Guides the communication effort
    • Communicates the brand identity with richness and texture
    • If the brand is specified only in terms of attribute associations, very little meaningful guidance is provided
      • Is Nike shoes or sports, performance and attitude?
  • 12. Why use brand personality?
    • Creates brand equity
    • Builds long-term brand equity
    • Differentiates the brand and makes it distinct from other competitive offerings
    • Serves as a powerful relationship device
  • 13. How to create brand personality?
    • Personality of a person is affected by everything associated with him – friends, neighbourhood, activities, clothes etc.,
    • So too is a brand personality
  • 14. Product-related characteristics
    • Product-related characteristics can be primary drivers of a brand personality
      • Even the product class can affect personality
    • Banks, Insurance etc., tend to be Competent, Serious, Masculine, Older and Upper-class
    • Athletic shoes tend to be Young, Lively, Rugged, Outdoorsy, Adventurous etc.,
  • 15. Product-related characteristics
    • Product attributes can often affect brand personality
    • A ‘light’ beer would largely be classy, sophisticated etc.,
    • A high-priced brand will be considered wealthy, stylish and perhaps snobbish!
  • 16. User imagery
    • Can be powerful driver of personality because user is already a person and so conceptualizing the personality is reduced
    • User Imagery can be people who use the brand or those portrayed in advertising
  • 17. Sponsorships
    • Activities such as events sponsored by the brand will influence its personality
    • Pond’s sponsoring Femina’s ‘Miss India’ contest
    • Budweiser sponsoring the blimp in American sporting events
  • 18. Age
    • How long a brand has been on the market can affect its personality
    • New entrants like Apple , Outlook etc., tend to have younger brand personalities than IBM , India Today etc.,
  • 19. Symbol
    • A symbol can be a powerful influence on brand personality since it can be controlled and can have extremely strong associations
    • Some examples…
      • Apple’s bitten apple
      • Nike’s swoosh
      • MetLife’s Peanuts character
  • 20. How it creates brand equity?
    • The ways brand personality can create brand equity are summarized by 3 models:
    • The Self-Expression Model
    • The Relationship Basis Model
    • The Functional Benefit Representation Model
  • 21. The self-expression model
    • The basic premise is that for some customers, some brands become vehicles to express a part of their self-identity
    • This self-identity can be their actual identity or an ideal self to which they might aspire
    • Apple is perceived as friendly, unpretentious, irreverent and willing to go against the grain
      • This is because Mac is easy-to-use and also due to its symbol, advertising, user groups etc.,
      • The use of Apple expresses a personal identity of being non-corporate and creative
  • 22. 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
    • Feelings, when using a Harley-Davidson or Apple would not emerge when using a Honda or Compaq
  • 23. How brand helps express personality?
    • The brand as a badge
    • A brand could serve 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
  • 24. How brand helps express personality?
    • The brand becomes part of the self
    • The ultimate personality expression occurs when a brand becomes an extension or an integral part of the self
    • The executive who wears Allen Solly on a Friday feels semi-casual and waiting to welcoming the weekend!
    • The potential to create this oneness with some people can represent a significant opportunity for a brand
  • 25. The relationship basis model
    • Some people may never aspire to have a certain personality trait but would like to have a relationship with one who has that
    • A trustworthy, dependable, conservative personality might be seen boring but sought nevertheless, from banks or financial products
    • The concept of a relationship between a brand and a person provides a different perspective on how brand personality might work
  • 26. The Relationship Basis Model
    • To see how this model works, consider personality types of people with whom we have relationships and the nature of those relationships
    • Spirited, young, up-to-date, outgoing
      • Pepsi
      • On a weekend evening, it might be enjoyable to have a friend who has these personality features
  • 27. The Relationship Basis Model
    • Two elements affect individual’s relationship with a brand
    • Relationship between the brand-as-person and the customer
      • Which is analogous to the relationship between two people
    • The brand personality
      • The type of person the brand represents
  • 28. Functional benefit representation model
    • The previous two models provide contexts in which brand personality can be the basis for a brand strategy and a link to the customer
    • A brand personality can also play a more indirect role by being a vehicle for representing and cueing functional benefits and brand attributes
  • 29. Functional benefit representation model
    • Marlboro’s personality of a macho, freedom-loving, adventurous person suggests that the product is strong
    • Harley Davidson’s personality of a rugged, macho, I-am-different-kind suggests that the product is a powerful, liberating vehicle
  • 30. Functional benefit representation model
    • When a visual symbol or image exists that can create and cue personality…
      • … the ability of the personality to reinforce brand attributes will be greater
    • The Energizer rabbit is an upbeat, indefatigable personality who never runs out of energy
      • Just as the battery it symbolizes runs longer than others
  • 31. Functional benefit representation model
    • A brand personality that represents a functional benefit or attribute may be relatively ineffective if it lacks a visual image established in the customer’s mind
    • A country or region of origin can add credibility to an identity
      • It can generate a strong personality that provides a quality cue and a key point of differentiation
  • 32. To sum up…
    • 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

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