Pradeep Narwal Marketing and Sales

BRAND PERSONALITY & IDENTITY

BRAND PERSONALITY EMOTION CENTERED HUMAN CENTERED OTHER

EMOTION CENTERED

HUMAN CENTERED

OTHER

EMOTION CENTERED PERSONALITY

PERSONALITY

EMOTION CENTERED PERSONALITY

PERSONALITY

EMOTION CENTERED ADJECTIVE FRESH

ADJECTIVE

HUMAN CENTERED 5 PERSONALITY FACTOR SINCERITY EXCITEMENT COMPETNCE SOPHISTICATION RUGGEDNESS

5 PERSONALITY FACTOR

SINCERITY

EXCITEMENT

COMPETNCE

SOPHISTICATION

RUGGEDNESS

BRAND PESONALITY SCALE BRNAD PERSONALITY SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS DOWN TO EARTH HONEST WHOLESOME CHEERFUL DARING SPIRITED IMAGINATIVE UP-TO-DATE TOUGH RELIABLE INTELLIGENT SUCCESSFUL UPPER CLASS CHARMING OUTDOORSY

THREE APROACH SELF EXPRESSION RELATIONSHIP FUNCTIONAL BENEFITS

SELF EXPRESSION

RELATIONSHIP

FUNCTIONAL BENEFITS

BRAND ANATOMY ATTRIBUTES BENEFITS ESSENCE

SIX TYPES Ritualistic brand paints

Ritualistic brand

SIX TYPES Symbol brand

Symbol brand

SIX TYPES Heritage brand

Heritage brand

SIX TYPES Exclusive brand

Exclusive brand

SIX TYPES Belonging Brand Hamara Bajaj . . .

Belonging Brand

SIX TYPES Legendary Brands

Legendary Brands

BRAND IMAGE

DEFINATION: The totality of the impressions about the brand. This includes its physical, functional and psychological aspects of the brand. E.G. arrow shirts have premium image… Brand image has three components Product attributes Consumer’s benefits Brand personality Brand image

DEFINATION: The totality of the impressions about the brand. This includes its physical, functional and psychological aspects of the brand.

E.G. arrow shirts have premium image…

Brand image has three components

Product attributes

Consumer’s benefits

Brand personality

Brand image

Brand image would stem from 3 sources: Provider-driven image is the image derived from the company/brand. E.G. tata & l&t signals quality in everything it makes. Sometimes brand image is influenced by the manufacturer’s name besides the brand’s own personality. Product-driven image: this image is the result of the product’s performance. This in turn depends on its ingredients. Santoor toilet soap promises skin care through its contents. User driven image: This image is driven by the lifestyle of user. Van heusen shirts are an expression of a particular life style.

Brand image would stem from 3 sources:

Provider-driven image is the image derived from the company/brand.

E.G. tata & l&t signals quality in everything it makes.

Sometimes brand image is influenced by the manufacturer’s name besides the brand’s own personality.

Product-driven image: this image is the result of the product’s performance. This in turn depends on its ingredients. Santoor toilet soap promises skin care through its contents.

User driven image: This image is driven by the lifestyle of user. Van heusen shirts are an expression of a particular life style.

BRAND IMAGE – ESTABLISHED PRODUCTS AND NEW PRODUCTS Brand image of most established products is difficult to change. This is because the brand would have acquired a personality step by step over a period of time. E.G. the same problem might haunt bata which is finding jt difficult to compete with younger brands like woodlands, mescos, action etc.

Brand image of most established products is difficult to change. This is because the brand would have acquired a personality step by step over a period of time.

E.G. the same problem might haunt bata which is finding jt difficult to compete with younger brands like woodlands, mescos, action etc.

BRAND IMAGE AND COUNTRY-OF-ORIGIN Several studies showed that brand image has a correlation with the country-of-origin. E.G. japanese proucts are preferred in catagories like cars, cameras, vcrs, etc. Other researchers find that the country-of-origin has nominal effect on the consumer’s “ perceptions” of the brand.

Several studies showed that brand image has a correlation with the country-of-origin.

E.G. japanese proucts are preferred in catagories like cars, cameras, vcrs, etc.

Other researchers find that the country-of-origin has nominal effect on the consumer’s “ perceptions” of the brand.

Brand image and celebrity

Research on image built through endorsement of celebrities show that there are three aspects that influence a consumer’s attitude of a brand. These are : Attractiveness Trustworthiness Expertise

Research on image built through endorsement of celebrities show that there are three aspects that influence a consumer’s attitude of a brand.

These are :

Attractiveness

Trustworthiness

Expertise

Rocker shoes Shampoo Bazooka Sachin tendlkar Naina Balsavar Amjad alikhan Knowledge Qualified Skilled Expertise Khaitan fan Frozen vegetable Boost Khaitan Seshan T.N. Kapil Dev Dependable Honest Reliable Trustworthines Whisper Lux “ Asian paints” royale Renuka sahani Madhuri Dixit Pataudi Elegant Beautiful Classy Attractiveness Product Celebrity Image Aspects of a brand

BRAND IMAGE AND IMAGERY

Image is the product seen from the consumer’s perspective. It is what the consumers think about the product. Imagery is the consumer seen from the product’s perspective. Typically these imageries fall in three catagories: Sacred Secular Mediating

Image is the product seen from the consumer’s perspective.

It is what the consumers think about the product.

Imagery is the consumer seen from the product’s perspective.

Typically these imageries fall in three catagories:

Sacred

Secular

Mediating

A Sacred imagery is where the product gets elevated to the metaphysical blue skies.(E.g. chyawanaprash and parachute hair oil- everybody from grand parents to grandchildren uses them.)

A Sacred imagery is where the product gets elevated to the metaphysical blue skies.(E.g. chyawanaprash and parachute hair oil- everybody from grand parents to grandchildren uses them.)

A seclar imagery for a product is where the consumer would like to break the routine to do something new.( pepsi’s advertisement “Nothing Official” about it)

A seclar imagery for a product is where the consumer would like to break the routine to do something new.( pepsi’s advertisement “Nothing Official” about it)

A mediating image is something that skilfully weaves the use of the sacred and the secular in its imagery.(E.G. santoor sandalwood Talc- a strinkgly modern women uses santoor talc but is shown as seeking the blessings of the elders.

A mediating image is something that skilfully weaves the use of the sacred and the secular in its imagery.(E.G. santoor sandalwood Talc- a strinkgly modern women uses santoor talc but is shown as seeking the blessings of the elders.

BRAND IMAGE AND USER STATUS An interesting observation is that brand images are formed irrespective of whether the brand is being considered for purchase or not. E.G. whether one is likely to purchase a maruti or not, one is likely to have a brand image of the product. “ brand image is the impression left in the mind of the prospect by the brand.”

An interesting observation is that brand images are formed irrespective of whether the brand is being considered for purchase or not.

E.G. whether one is likely to purchase a maruti or not, one is likely to have a brand image of the product.

“ brand image is the impression left in the mind of the prospect by the brand.”

BRAND IMAGE AND BRAND PERSONALITY Brand personality is the sum total of all the significant tangible and intangible assets that a brand possesses. Brand Image is how the brand is perceived by the consumer. In the words, brand personality is the cause while brand image is the effect. romantic Hear shaped biscuit Attractive Distinct packing Technoloy Superior . Leading manufac. Novelty Puffed biscuits Little hearts Reliable Quality Lifeboy soap Brand image Brand personality Brand name

Brand personality is the sum total of all the significant tangible and intangible assets that a brand possesses.

Brand Image is how the brand is perceived by the consumer. In the words, brand personality is the cause while brand image is the effect.

BUILDING BRAND PERSONALITY The first step  SINGLE MINDEDNESS (in communicating and preserving what might be called core brand values.) E.G. Marlboro cigarettes. PROMOTION only Is not the way to Build brand personality, Every element of the marketing mix can be used to strengthen the brand’s personality. E.G. Panteen shampoo – in terms of packaging, it is not only just attractive but also sphisticated. It is well-known that 8 out of 10 brands the world over fail and the foremost reason for their death is that they have nothing distinctive to offer. This “ something” is personality.

The first step  SINGLE MINDEDNESS (in communicating and preserving what might be called core brand values.)

E.G. Marlboro cigarettes.

PROMOTION only Is not the way to Build brand personality, Every element of the marketing mix can be used to strengthen the brand’s personality.

E.G. Panteen shampoo – in terms of packaging, it is not only just attractive but also sphisticated.

It is well-known that 8 out of 10 brands the world over fail and the foremost reason for their death is that they have nothing distinctive to offer. This “ something” is personality.

AAKER’S FRAMEWORK Brand identity as defined by aaker is the sum of the brand expressed as a product organisation, person and symbol.

Brand identity as defined by aaker is the sum of the brand expressed as a product organisation, person and symbol.

Brand as product deals with the accptance of the brand as a product itself. E.G. for its price, Nirma is seen as a good product. Brand as organisation emphasises that a brand is successful among other things because of the organisation values it upholds. Brand as person deals with the question “what happens to this brand when it becomes a person?” E.G. denim talc would be seen as “ masculine’, sunsilk shampoo as “feminine”. Brand as symbol deals with heritage and what the brand stands for. E.G. coke symbolises the American dream.

Brand as product deals with the accptance of the brand as a product itself.

E.G. for its price, Nirma is seen as a good product.

Brand as organisation emphasises that a brand is successful among other things because of the organisation values it upholds.

Brand as person deals with the question “what happens to this brand when it becomes a person?”

E.G. denim talc would be seen as “ masculine’, sunsilk shampoo as “feminine”.

Brand as symbol deals with heritage and what the brand stands for. E.G. coke symbolises the American dream.

KAPFERER’S FRAMEWORK KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below.

KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below.

Physique according to him is the basis of the brand. E.G. the physique of Philips is “technology and reliability” while for the brand Tata it is “trust” Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?” Culture symbolizes the organization, its country-of-origin and the values it stands for. E.G. traditional brands like balsara, dabur and zandu.

Physique according to him is the basis of the brand.

E.G. the physique of Philips is “technology and reliability” while for the brand Tata it is “trust”

Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?”

Culture symbolizes the organization, its country-of-origin and the values it stands for.

E.G. traditional brands like balsara, dabur and zandu.

Relationship is the handshake between consumer and the organisation. E.G. the relationship with “ safola” is safety. Reflection is the consumer’s perception for what the brands stands for. E.G. coke’s image more attract youth. Self-image is what the consumer think of himself. E.G. benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world.

Relationship is the handshake between consumer and the organisation. E.G. the relationship with “ safola” is safety.

Reflection is the consumer’s perception for what the brands stands for. E.G. coke’s image more attract youth.

Self-image is what the consumer think of himself.

E.G. benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world.

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