Brand Personality And Identity

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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
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Brand Personality And Identity

  1. 1. Pradeep Narwal Marketing and Sales
  2. 2. BRAND PERSONALITY & IDENTITY
  3. 3. BRAND PERSONALITY <ul><li>EMOTION CENTERED </li></ul><ul><li>HUMAN CENTERED </li></ul><ul><li>OTHER </li></ul>
  4. 4. EMOTION CENTERED <ul><li>PERSONALITY </li></ul>
  5. 5. EMOTION CENTERED <ul><li>PERSONALITY </li></ul>
  6. 6. EMOTION CENTERED <ul><li>ADJECTIVE </li></ul>FRESH
  7. 7. HUMAN CENTERED <ul><li>5 PERSONALITY FACTOR </li></ul><ul><li>SINCERITY </li></ul><ul><li>EXCITEMENT </li></ul><ul><li>COMPETNCE </li></ul><ul><li>SOPHISTICATION </li></ul><ul><li>RUGGEDNESS </li></ul>
  8. 8. 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
  9. 9. THREE APROACH <ul><li>SELF EXPRESSION </li></ul><ul><li>RELATIONSHIP </li></ul><ul><li>FUNCTIONAL BENEFITS </li></ul>
  10. 10. BRAND ANATOMY ATTRIBUTES BENEFITS ESSENCE
  11. 11. SIX TYPES <ul><li>Ritualistic brand </li></ul>paints
  12. 12. SIX TYPES <ul><li>Symbol brand </li></ul>
  13. 13. SIX TYPES <ul><li>Heritage brand </li></ul>
  14. 14. SIX TYPES <ul><li>Exclusive brand </li></ul>
  15. 15. SIX TYPES <ul><li>Belonging Brand </li></ul>Hamara Bajaj . . .
  16. 16. SIX TYPES <ul><li>Legendary Brands </li></ul>
  17. 17. BRAND IMAGE
  18. 18. <ul><li>DEFINATION: The totality of the impressions about the brand. This includes its physical, functional and psychological aspects of the brand. </li></ul><ul><li>E.G. arrow shirts have premium image… </li></ul><ul><li>Brand image has three components </li></ul><ul><li>Product attributes </li></ul><ul><li>Consumer’s benefits </li></ul><ul><li>Brand personality </li></ul><ul><li>Brand image </li></ul>
  19. 19. <ul><li>Brand image would stem from 3 sources: </li></ul><ul><li>Provider-driven image is the image derived from the company/brand. </li></ul><ul><li>E.G. tata & l&t signals quality in everything it makes. </li></ul><ul><li>Sometimes brand image is influenced by the manufacturer’s name besides the brand’s own personality. </li></ul><ul><li>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. </li></ul><ul><li>User driven image: This image is driven by the lifestyle of user. Van heusen shirts are an expression of a particular life style. </li></ul>
  20. 20. BRAND IMAGE – ESTABLISHED PRODUCTS AND NEW PRODUCTS <ul><li>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. </li></ul><ul><li>E.G. the same problem might haunt bata which is finding jt difficult to compete with younger brands like woodlands, mescos, action etc. </li></ul>
  21. 21. BRAND IMAGE AND COUNTRY-OF-ORIGIN <ul><li>Several studies showed that brand image has a correlation with the country-of-origin. </li></ul><ul><li>E.G. japanese proucts are preferred in catagories like cars, cameras, vcrs, etc. </li></ul><ul><li>Other researchers find that the country-of-origin has nominal effect on the consumer’s “ perceptions” of the brand. </li></ul>
  22. 22. Brand image and celebrity
  23. 23. <ul><li>Research on image built through endorsement of celebrities show that there are three aspects that influence a consumer’s attitude of a brand. </li></ul><ul><li>These are : </li></ul><ul><li>Attractiveness </li></ul><ul><li>Trustworthiness </li></ul><ul><li>Expertise </li></ul>
  24. 24. 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
  25. 25. BRAND IMAGE AND IMAGERY
  26. 26. <ul><li>Image is the product seen from the consumer’s perspective. </li></ul><ul><li>It is what the consumers think about the product. </li></ul><ul><li>Imagery is the consumer seen from the product’s perspective. </li></ul><ul><li>Typically these imageries fall in three catagories: </li></ul><ul><li>Sacred </li></ul><ul><li>Secular </li></ul><ul><li>Mediating </li></ul>
  27. 27. <ul><li>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.) </li></ul>
  28. 28. <ul><li>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) </li></ul>
  29. 29. <ul><li>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. </li></ul>
  30. 30. BRAND IMAGE AND USER STATUS <ul><li>An interesting observation is that brand images are formed irrespective of whether the brand is being considered for purchase or not. </li></ul><ul><li>E.G. whether one is likely to purchase a maruti or not, one is likely to have a brand image of the product. </li></ul><ul><li>“ brand image is the impression left in the mind of the prospect by the brand.” </li></ul>
  31. 31. BRAND IMAGE AND BRAND PERSONALITY <ul><li>Brand personality is the sum total of all the significant tangible and intangible assets that a brand possesses. </li></ul><ul><li>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. </li></ul>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
  32. 32. BUILDING BRAND PERSONALITY <ul><li>The first step  SINGLE MINDEDNESS (in communicating and preserving what might be called core brand values.) </li></ul><ul><li>E.G. Marlboro cigarettes. </li></ul><ul><li>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. </li></ul><ul><li>E.G. Panteen shampoo – in terms of packaging, it is not only just attractive but also sphisticated. </li></ul><ul><li>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. </li></ul>
  33. 33. AAKER’S FRAMEWORK <ul><li>Brand identity as defined by aaker is the sum of the brand expressed as a product organisation, person and symbol. </li></ul>
  34. 34. <ul><li>Brand as product deals with the accptance of the brand as a product itself. </li></ul><ul><li>E.G. for its price, Nirma is seen as a good product. </li></ul><ul><li>Brand as organisation emphasises that a brand is successful among other things because of the organisation values it upholds. </li></ul><ul><li>Brand as person deals with the question “what happens to this brand when it becomes a person?” </li></ul><ul><li>E.G. denim talc would be seen as “ masculine’, sunsilk shampoo as “feminine”. </li></ul><ul><li>Brand as symbol deals with heritage and what the brand stands for. E.G. coke symbolises the American dream. </li></ul>
  35. 35. KAPFERER’S FRAMEWORK <ul><li>KAPFERER represents brand identity diagrammatically as a six-sided prism as shown below. </li></ul>
  36. 36. <ul><li>Physique according to him is the basis of the brand. </li></ul><ul><li>E.G. the physique of Philips is “technology and reliability” while for the brand Tata it is “trust” </li></ul><ul><li>Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?” </li></ul><ul><li>Culture symbolizes the organization, its country-of-origin and the values it stands for. </li></ul><ul><li>E.G. traditional brands like balsara, dabur and zandu. </li></ul>
  37. 37. <ul><li>Relationship is the handshake between consumer and the organisation. E.G. the relationship with “ safola” is safety. </li></ul><ul><li>Reflection is the consumer’s perception for what the brands stands for. E.G. coke’s image more attract youth. </li></ul><ul><li>Self-image is what the consumer think of himself. </li></ul><ul><li>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. </li></ul>
  38. 38. THANK YOU

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