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Brand Personality

Brand Personality



A really nice presentation describing Brand personality in very simple terms

A really nice presentation describing Brand personality in very simple terms



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  • Full Name Full Name Comment goes here.
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  • 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!
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  • Really excellent to help me understand how a brand personality! good & thanks.
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  • A case of mistaken identity? I have received salutations for this presentation by SJ. I have not created this presentation. The salutations go to SJ for a brilliant presentation.
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  • no prob :)
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  • Simple n well framed....
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    Brand Personality Brand Personality Presentation Transcript

    • Brand Personality
    • 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
    • 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’
    • 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
    • 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
    • In essence…
      • ‘ Personality traits are what
      • the brand will live and die for’
    • Examples…
      • Axe
      • Seduction, masculinity, inviduality, unconventionality
      • Marlboro
      • Masculinity, freedom, adventure
      • Levi’s
      • Rebellion, sensuality, being cool
    • Example: Spinz
      • Young
      • Modern
      • Active
      • Outdoor
      • Cheerful
      • Friendly
      • ‘ Life of the Party’
    • 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.,
    • 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
    • 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?
    • 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
    • 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
    • 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.,
    • 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!
    • 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
    • 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
    • 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.,
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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