Dynamics of Brand Personality

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Dynamics of Brand Personality

  1. 2. BRAND <ul><li>Refers to symbols such as name, logo, slogan, design etc. </li></ul><ul><li>Customer experience represented by collection of images & ideas. </li></ul>
  2. 3. Brand Personality <ul><li>Expression of the core values & characteristics of a brand with emphasis on human personality traits e.g. friendly, intelligent, innovative </li></ul><ul><li>Process of transforming brand into a person or humanizing the brand. </li></ul><ul><li>Acts as brand differentiator &offers sustainable competitive advantage </li></ul>
  3. 4. EXAMPLES <ul><li>Brands having charisma extends well beyond their brand’s functional benefits </li></ul>
  4. 5. ORIGIN <ul><li>Hathaway, the manufacturer of brand of shirts, hired Ogilvy’s agency in 1951. </li></ul><ul><li>David Ogilvy created most successful & widely recognized brand personalities. </li></ul><ul><li>campaign showed the model in a series of situations in which he would have liked to find myself </li></ul>
  5. 6. BENEFITS <ul><li>Helps to identify the brand attitude & various dimensions of the personality . </li></ul><ul><li>Focus of Brand messages is on critical drivers that reflect the brand’s personality and distinguish it from competitors. </li></ul><ul><li>Helps to create greater depth and dimension for the brand </li></ul>
  6. 7. <ul><li>Analysis of the fit between the use of celebrities and the brand’s personality to differentiate between right and wrong. </li></ul><ul><li>Management of the brand’s international personality and monitoring of valuable cross-cultural personality traits. </li></ul><ul><li>Understanding which dimensions result in preference, differentiation, trust and loyalty. </li></ul>
  7. 9. WHAT PERSONALITY REVEALS ABOUT A BRAND <ul><li>Demonstrates a Brand’s Passion, Expertise & ultimate purpose </li></ul><ul><li>Touches & energies the motivation of the targeted Customer Segments </li></ul><ul><li>Projects the Brand’s Core Values and Beliefs </li></ul><ul><li>Describes how customer’s can expect to be treated. </li></ul>
  8. 10. <ul><li>Brand Personality is the “voice” behind Brand’s : </li></ul><ul><ul><ul><ul><ul><li>Values </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Functional Attributes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Competitive Positioning </li></ul></ul></ul></ul></ul><ul><li>IBM vs. vs. </li></ul><ul><li>Corporate </li></ul><ul><li>Formal </li></ul><ul><li>Professional </li></ul>Microsoft Aggressive Main-stream Arrogant Apple Individualists Freethinkers Innovative
  9. 11. Environmental Design <ul><li>A brand is demonstrated through everything be: product design, merchandising, décor, signature elements, background sounds & even smells. </li></ul>Hot color communicates an aggressive, passionate personality
  10. 12. POWER BUILDING <ul><li>Plays role in introduction & growth of new brands to create noticeable differentiation </li></ul><ul><li>Young, trendy, stylish </li></ul><ul><li>Provide better & different shopping experience </li></ul><ul><li>compelling prices & clean-attractive stores </li></ul>
  11. 13. REFLECTIONS <ul><li>The perceptions, motivations, and values of its targeted customers must be reflected. </li></ul><ul><li>American Express </li></ul><ul><li>Sophisticated </li></ul><ul><li>Dignified </li></ul><ul><li>Educated </li></ul>
  12. 16. CREATING BRAND PERSONALITY <ul><li>Define the target audience </li></ul><ul><li>Find out what they need, want and like </li></ul><ul><li>Build a consumer personality profile </li></ul><ul><li>Create the product personality to match that profile </li></ul><ul><li>E.g : Levi Strauss </li></ul><ul><li>masculine </li></ul><ul><li>youthful </li></ul><ul><li>rebellious </li></ul><ul><li>individual </li></ul><ul><li>free </li></ul><ul><li>American </li></ul>
  13. 17. STRATEGIES TO CREATE BRAND PERSONALITY <ul><li>Values and Characteristics of Brand Personality : </li></ul><ul><li>Tend to prefer brands that fit in with their self-concept. </li></ul><ul><li>Like personalities that are similar to theirs, or to those whom they admire. </li></ul>
  14. 18. Company A Company B Sophisticated Easy going Arrogant Modest Efficient Helpful Self-centered Caring Distant Approachable Disinterested Interested
  15. 19. STRATEGIES <ul><li>Making the Customer Connection: </li></ul><ul><ul><li>Communicate the brand’s personality </li></ul></ul><ul><ul><li>Create the connection between customer and product </li></ul></ul><ul><ul><li>Give customers what they expect </li></ul></ul><ul><ul><li>Keep promises </li></ul></ul>
  16. 20. INDIAN SCENARIO <ul><li>INPUT: personality that the marketer wishes to attach to his brand. </li></ul><ul><li>TAKE-AWAY: impression of that personality which actually enters the target consumer’s head. </li></ul><ul><li>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. </li></ul>
  17. 21. SURVEY – INSTANT COFFEE Nescafe was compared to Gold Cafe-both 100% pure instant coffees, both heavily advertised and both premium-priced. <ul><li>Mr. Nescafe </li></ul><ul><ul><li>young man belonging to the Upper middle Class </li></ul></ul><ul><ul><li>educated and professionally qualified </li></ul></ul><ul><ul><li>ambitious and ‘wants to go places’ </li></ul></ul><ul><ul><li>of high caliber and full of self-confidence </li></ul></ul><ul><ul><li>outgoing character </li></ul></ul><ul><li>Mr. Gold café </li></ul><ul><li>older person, possibly graying at the temples and excluding sophistication </li></ul><ul><li>achieved much in terms of prestige within his organization as also financial standing </li></ul><ul><li>nurse higher ambitions </li></ul><ul><li>learnt to control his emotions </li></ul><ul><li>sophistication is expressed in his finer tastes </li></ul>
  18. 23. Symbols & Logos <ul><li>Logos should be: </li></ul><ul><ul><li>Unique but easy to recognize </li></ul></ul><ul><ul><li>Worth remembering and represent ideas etc. </li></ul></ul><ul><ul><li>Look simple and yet capture wider meaning. </li></ul></ul><ul><ul><li>Relevant and in tune with the time. </li></ul></ul>
  19. 24. Slogans / Punch Lines <ul><li>Enhance brand recall </li></ul><ul><li>Have strong linkage with brand's essence / key values </li></ul><ul><li>Convey a clear meaning or suggest something about product category / brand / values / features / benefits of the brand </li></ul><ul><ul><li>Peter England - Honest Shirt (sincerity) </li></ul></ul><ul><ul><li>Bank of Rajasthan - Dare to Dream (Excitement) </li></ul></ul><ul><ul><li>Mahindra Scorpio  - Nothing else will do (Ruggedness) </li></ul></ul>
  20. 25. Tangible aspects of the Brand <ul><li>Package </li></ul><ul><li>Price </li></ul><ul><ul><li>Nirma </li></ul></ul><ul><ul><li>Medimix </li></ul></ul>
  21. 26. Attitude & Tonality <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Southwest Airlines ’ “every-man” personality is evoked in their warm colors, their employee training, and their customer service interactions. </li></ul>
  22. 28. ADVERTISING IN CREATING BRAND PERSONALITY <ul><li>Helps brands to gain market share, command price premium </li></ul><ul><li>Key advertising elements: </li></ul><ul><ul><li>Endorser </li></ul></ul><ul><ul><li>User imagery </li></ul></ul><ul><ul><li>Symbols </li></ul></ul><ul><ul><li>Execution elements </li></ul></ul>
  23. 29. Endorser <ul><li>Celebrity enjoys instant recognition & goodwill that can be transferred to the brand. </li></ul><ul><li>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. </li></ul><ul><li>Reliable celebrity ensures instant awareness, acceptability and positive attitude towards the brand, which is precursor to buying. </li></ul><ul><li>Indian celebrity can connect foreign brand with the Indian consumer with great effect. Eg. Big ' B' as brand  Ambassador for Reid & Taylor </li></ul><ul><li>Endorser                         Attributes </li></ul><ul><li>Amitabh Bacchan      -  Resilent, professional, charismatic, unassuming </li></ul><ul><li>Sachin                    -  Excellence, determination faith hard work </li></ul><ul><li>Rahul Dravid             -  Reliable, consistency </li></ul><ul><li>M.S. Dhoni               -  Sheer power play </li></ul><ul><li>Rani Mukherji            -  Youthful, enthusiastic </li></ul>
  24. 30. User Imagery <ul><li>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) </li></ul><ul><li>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. </li></ul>
  25. 31. Executional Elements <ul><li>Consist of elements like layout, colour etc (in print ads) and visual appeal, music </li></ul><ul><li>Intelligent and creative ads deliver brand personality. </li></ul><ul><li>Brand personality plays prominent role in product categories such as alcohol, cool drinks, and perfumes </li></ul><ul><li>Also acts as differentiator in case of Brand parity with respect to brand features. </li></ul><ul><li>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.  </li></ul>
  26. 33. CONCEPT <ul><li>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. </li></ul><ul><li>Procter & Gamble </li></ul><ul><li>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. </li></ul><ul><li>Can be defined in terms of the human characteristics or traits of the employees of a corporation as a whole. </li></ul>
  27. 34. CORPORATE BRAND PERSONALITY TRAITS <ul><li>Reflects the values, actions, and words of all employees of the corporation. </li></ul><ul><li>These dimensions reflect three distinct sets of personality traits that can guide employees in the organisation and influence how the company will be viewed by others. </li></ul>“ Body” “ Heart” “ Mind”
  28. 35. 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. <ul><li>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 organisation. </li></ul>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.

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