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Brand Personality concept


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Brand personality

Published in: Business, Technology
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Brand Personality concept

  1. 4. Traditional marketing approach had lost its effect <ul><li>Declining brand loyalty </li></ul><ul><li>Declining market share </li></ul><ul><li>Out-of-the-box ideas </li></ul><ul><li>This gave rise to new techniques </li></ul><ul><li>Guerrilla marketing </li></ul><ul><li>Pull marketing </li></ul><ul><li>Experience marketing </li></ul><ul><li>Niche marketing </li></ul>
  2. 5. Shift in thinking from a historical perspective <ul><li>Product based </li></ul><ul><li>Sales based </li></ul><ul><li>Market based </li></ul><ul><li>Marketing based </li></ul><ul><li>(Brand)Identity based </li></ul>
  3. 6. PERSONALITY OF A BRAND <ul><li>IT IS CAREFULLY MANAGED </li></ul><ul><li>IT IS EMOTIONALLY CHARGED </li></ul><ul><li>IT IS SHALLOW </li></ul><ul><li>IT IS INSTRUMENTAL </li></ul><ul><li>IT IS DEEP </li></ul><ul><li>ANYWAY BRAND HAS PERSONALITY </li></ul>
  4. 7. PERSONALITY OF A BRAND <ul><li>Personality is the concept to give life to a brand, to manage ‘identity and image’, to create likeability. </li></ul><ul><li>  </li></ul>
  5. 8. IDENTITY <ul><li>Your identity is about characteristics you share with others, like the country and culture you come from, your race, your religion, and facts, like the place where you live. </li></ul>
  6. 9. BRAND PERSONALITY Vs IDENTITY <ul><li>The concept of brand personality combines inside-out and outside-in; identity and image. A personality has it’s roots in the identity but is strongly externally focused. It is not ‘be who your are’. Personality is: Become who you should be. </li></ul>
  7. 10. CONCLUSION <ul><li>We use brand personality to bring brand strategy to life </li></ul><ul><li>The consumer will treat your brand like you treat the consumer </li></ul><ul><li>REFERENCE </li></ul><ul><li> </li></ul>