Brand personality Presented by:  The Group
What is brand personality? <ul><li>Brand personality is set of human characteristics associated with a brand. </li></ul><u...
About brand personality…… <ul><li>Brand personality, like human personality is both enduring and distinctive. </li></ul><u...
Examples of brand personality <ul><li>“ Blackberry” is professional while “Nokia” is amateur. </li></ul><ul><li>“ Marlboro...
<ul><li>Brand personality eagerly searched by brand strategists and researchers. </li></ul><ul><li>Differences in response...
In essence.. <ul><li>“ Personality traits are what the brand will live and die for.” </li></ul><ul><li>“ Sensitive managem...
To illustrate how people think in personality terms, here are the results of a consumer research, when asked the question ...
Example:   “blackberry” <ul><li>Professional </li></ul><ul><li>Classy </li></ul><ul><li>Sophisticated </li></ul><ul><li>In...
Why use brand personality? <ul><li>ENRICHES UNDERSTANDING </li></ul><ul><li>Helps gain in-depth understanding of consumer ...
Why use brand personality? <ul><li>HELPS IN DIFFERENTIATING IDENTITY </li></ul><ul><li>Can differentiate brand especially ...
Why use brand personality? <ul><li>CREATES BRAND EQUITY </li></ul><ul><li>Build long term brand equity. </li></ul><ul><li>...
How to create brand personality? <ul><li>Personality of a person is affected by everything associated with him – friends, ...
Product related characteristics
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The Group`S Brand Personality

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The Group`S Brand Personality

  1. 1. Brand personality Presented by: The Group
  2. 2. What is brand personality? <ul><li>Brand personality is set of human characteristics associated with a brand. </li></ul><ul><li>Personality is how the brand behaves. </li></ul><ul><li>Gender, age, socio-economic class, psychographic, emotional characteristics. </li></ul>
  3. 3. About brand personality…… <ul><li>Brand personality, like human personality is both enduring and distinctive. </li></ul><ul><li>(Both are built over a period of time) </li></ul><ul><li>Refers to the outcomes of consumer's experiences with the brand. </li></ul><ul><li>In other words, it is the weighted average of previous experiences and impressions of consumers about the brand. </li></ul><ul><li>In consumer's mind these experiences and impressions merge to form an overall concept of what to expect from the brand. </li></ul>
  4. 4. Examples of brand personality <ul><li>“ Blackberry” is professional while “Nokia” is amateur. </li></ul><ul><li>“ Marlboro” is masculine while “Virginia slims” is feminine. </li></ul><ul><li>“ IBM” is older while “Apple” is younger. </li></ul>
  5. 5. <ul><li>Brand personality eagerly searched by brand strategists and researchers. </li></ul><ul><li>Differences in response by different users provide useful insights about the brand. </li></ul><ul><li>A user of a brand will perceive a brand different from a non-user. </li></ul>
  6. 6. In essence.. <ul><li>“ Personality traits are what the brand will live and die for.” </li></ul><ul><li>“ Sensitive management of a brand's archetypal image is critical to the well being of a brand and key to reversing the tide of ebbing brand loyalty.” </li></ul>
  7. 7. To illustrate how people think in personality terms, here are the results of a consumer research, when asked the question : “ if these two companies were people, how would you describe them?” <ul><li>Company A </li></ul><ul><li>Sophisticated </li></ul><ul><li>Arrogant </li></ul><ul><li>Efficient </li></ul><ul><li>Self-centered </li></ul><ul><li>Distant </li></ul><ul><li>Disinterested </li></ul><ul><li>Company B </li></ul><ul><li>Easy going </li></ul><ul><li>Modest </li></ul><ul><li>Helpful </li></ul><ul><li>Caring </li></ul><ul><li>Approachable </li></ul><ul><li>interested </li></ul>
  8. 8. Example: “blackberry” <ul><li>Professional </li></ul><ul><li>Classy </li></ul><ul><li>Sophisticated </li></ul><ul><li>Independent </li></ul><ul><li>Modern </li></ul><ul><li>Upper-class </li></ul><ul><li>Resourceful </li></ul>
  9. 9. Why use brand personality? <ul><li>ENRICHES UNDERSTANDING </li></ul><ul><li>Helps gain in-depth understanding of consumer perceptions of and attitudes towards the brand. </li></ul><ul><li>Can provide more insight than is gained by asking about attribute perceptions. </li></ul><ul><li>Example: “Blackberry”, “IBM”, “Microsoft”. </li></ul>
  10. 10. Why use brand personality? <ul><li>HELPS IN DIFFERENTIATING IDENTITY </li></ul><ul><li>Can differentiate brand especially where brands are similar in product attributes. </li></ul><ul><li>It defines not only brand but product class, context and experience. </li></ul><ul><li>Example: Mercedes Vs BMW, </li></ul><ul><li>Coke Vs Pepsi </li></ul>
  11. 11. Why use brand personality? <ul><li>CREATES BRAND EQUITY </li></ul><ul><li>Build long term brand equity. </li></ul><ul><li>Differentiates the brand and makes it distinct from other competitive offerings. </li></ul><ul><li>Serves as a powerful relationship device </li></ul>
  12. 12. How to create brand personality? <ul><li>Personality of a person is affected by everything associated with him – friends, neighborhood, activities, clothes etc.. </li></ul><ul><li>So too is a brand personality. </li></ul>
  13. 13. Product related characteristics

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