Brand Personality


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What is Brand Personality?

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Brand Personality

  1. 1. BRAND PERSONALITY Consumer Behavior Submitted by Mayank Singh – 25
  2. 2. Introduction <ul><li>Brand Personality is defined formally as the set of human Characterstics associated with a brand. </li></ul><ul><li>Brand personality is a series of traits or values </li></ul>
  3. 3. BRAND PERSONALITY <ul><li>What you are </li></ul><ul><ul><li>Sensitive </li></ul></ul><ul><ul><li>Idealistic </li></ul></ul><ul><ul><li>Optimistic </li></ul></ul><ul><ul><li>Assertive </li></ul></ul><ul><ul><li>Resourceful </li></ul></ul><ul><li>What you are not </li></ul><ul><ul><li>Sentimental </li></ul></ul><ul><ul><li>Naïve </li></ul></ul><ul><ul><li>Utopian </li></ul></ul><ul><ul><li>Rock Star </li></ul></ul><ul><ul><li>Professional </li></ul></ul><ul><li>Where do I see you? </li></ul><ul><li>How often? </li></ul><ul><li>How do you sound? </li></ul>
  4. 4. Brand personifications <ul><li>Brand Personification include </li></ul><ul><li>Product personality & gender </li></ul><ul><li>Personality and colour </li></ul>
  5. 5. Examples of Brand Personality, Product & Gender <ul><li>Brand Personality </li></ul><ul><li>Volvo Safety & reliability </li></ul><ul><li>Nike The Athlete in all of us </li></ul><ul><li>Levi’s 50 Dependable, rugged, real & authentic </li></ul><ul><li>Barcadi Breezer Outwardly innocent & inwardly,naughty </li></ul><ul><li>Product and Gender </li></ul><ul><li>Coffee & Toothpaste Masculine persona </li></ul><ul><li>Soap & Shampoo Feminine persona </li></ul>
  6. 6. Dimensions of Brand Personality
  7. 8. Consumers also tend to associate personality factors with specific colours <ul><li>Colour Personality Link </li></ul><ul><li>Blue Commands respect, authority </li></ul><ul><li>Yellow Caution, novelty, warmth </li></ul><ul><li>Green Natural, secure, relaxed, living things </li></ul><ul><li>Red Exciting, hot, passionate, strong </li></ul><ul><li>Orange Affordable, informal, powerful </li></ul><ul><li>Brown Informal & relaxed, masculine </li></ul><ul><li>White Goodness, purity, chastity, cleanliness, formality </li></ul><ul><li>Black Sophistication, power, authority, mystery </li></ul><ul><li>Silver, Gold, platinum Regal, wealthy, stately </li></ul>
  8. 9. Brand has a personality, character, tone of voice, its own style etc. Tata Truck clever and quick fox Tall, strong, rural man with a moustache The purpose of citing these examples was to know that every brand has a personality
  9. 10. McDonalds is known for kids, fun, Mac burger, cleanliness and efficiency Deccan Airlines is cheap, no-frills airline
  10. 11. <ul><li>She is young, employed. </li></ul><ul><li>An ambitious girl (not lady), </li></ul><ul><li>She is a go-getter with a sense of humour and a large circle of friends. </li></ul><ul><li>She communicates an image that is stylish and confident. </li></ul><ul><li>She is a Generation X girl. </li></ul><ul><li>She is unique and intelligent, a great deal of fun to be with. </li></ul><ul><li>She is adventurous and sporty. </li></ul><ul><li>She is always where the party is. </li></ul><ul><li>Not a girl one can forget easily, even after 3 beers. </li></ul><ul><li>Formula One is the most-watched sporting event in the world. </li></ul><ul><li>Both Foster's Lager and Formula One are international, fun, aspiration, youthful and glamorous </li></ul><ul><li>The association of fit, healthy, successful young athletes building a thirst in competition and then celebrating with a refreshing Foster's was an irresistible image </li></ul>
  11. 12. Thank You