Brand Personality
A. Kwanta Panthongprasert
Albert Laurence School of Communication Arts
Department of Advertising
2010
Different?
Different?
Occupation?
Cosmetic?
Why Brand
Personality?
‘Branding is all about differences’
‘Brand as person’
Brand Personality
If a specific brand were to come to life – what

characteristics would it have
Similar to the assignme...
Brand Personality
What do you think of when you think of the

following brands....
VS
 It can be defined as a set of human characteristics associated with a given
Brand.
 It includes such characteristics as...
Person

Brand
‘Brand personality provides depth, feelings,
and liking to the relationship.’
Two elements that affect an individual’s
rel...
Brand Personality Dimensions

of Aaker

 The brand personality dimension:- is a framework to

describe and measure the pe...
1) SINCERITY
a) Down to Earth
b) Honest
c)

Wholesome

d) Cheerful
2) EXCITMENT
a) Daring
b) Spirited
c)
15

Imaginative

...
3) COMPETENCE

a) Reliable
b) Intelligent
c) Successful

---- Hard working, Service, Efficient, Trustworthy,
& Careful. – ...
5 Dimensions of Brand Personality

Sincerity
• Down-to-earth = down-to-earth, family-oriented, smalltown, genuine, old-fas...
5 Dimensions of Brand Personality

Excitement
• Daring = daring, trendy,
exciting
• Spirited = spirited, cool, young
• Ima...
5 Dimensions of Brand Personality

Competence
• Reliable = reliable, hard working, secure
• Intelligent = intelligent, tec...
5 Dimensions of Brand Personality

Sophistication
• Upper class = upper class, glamorous, good
looking
• Charming = charmi...
5 Dimensions of Brand Personality

Ruggedness
• Outdoorsy = outdoorsy, masculine,
western
• Tough = tough, rugged
Why use Brand Personality?
A) Enriching understanding.
B) Contributing to a Differentiating Identity.
C) Guiding the commu...
b) Non – Product Related Characteristics
User Imagery.
 Sponsorships.
 Symbol.
 Age.
 Advt. Style.
 Country of Origin...
Brand Behaviors and
Possible
Personality Trait Inferences
Brand Action

Trait Inference

Brand is repositioned several tim...
USER IMAGERY
 It can be based on either typical users or idealized users.
 It can be powerful drivers of Brand personali...
So, now let’s check your own
personality !
1. Write down your own personalities and
characteristics
1. Choose one of your ...
What they stand for
What they believe in
What they care about
What they love
What they want to be
The type of person...
Levels of Personality

A) THE CORPORATE PERSONALITY.
B) THE PRODUCT – DERIVED PERSONALITY.
C) THE ASPIRATION BASED PERSONA...
 Envision the personality as extending seamlessly from the
positioning.
 Weigh the alternatives with a single customer i...
BRAND PERSONA QUESTIONS

1. Why do you consider brand X to be better than others?
2. If you see a person using brand X, wh...
2. Think of two close friends, and write down all

the things you like most about their
personalities
1. Describe the valu...
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  • Table 6.2 shows some of the things a marketer can do to influence consumers’ perceptions of a brand’s personality. Consumers will infer things about a brand’s personality from the brand’s positioning in the marketplace.
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    1. 1. Brand Personality A. Kwanta Panthongprasert Albert Laurence School of Communication Arts Department of Advertising 2010
    2. 2. Different?
    3. 3. Different?
    4. 4. Occupation?
    5. 5. Cosmetic?
    6. 6. Why Brand Personality? ‘Branding is all about differences’ ‘Brand as person’
    7. 7. Brand Personality If a specific brand were to come to life – what characteristics would it have Similar to the assignment we did with target marketing earlier this year Brand Managers are responsible for shaping how people think about a brand with little to no prompt
    8. 8. Brand Personality What do you think of when you think of the following brands....
    9. 9. VS
    10. 10.  It can be defined as a set of human characteristics associated with a given Brand.  It includes such characteristics as gender, age, & SEC as well as traits as – warmth, extrovert, introvert etc.  A brand can be designed by:  Demographic ----- age, gender, social class etc.  Life Style ----- activities, interests & opinions.  Human Traits ----- extrovert, introvert, dependability etc. 11
    11. 11. Person Brand
    12. 12. ‘Brand personality provides depth, feelings, and liking to the relationship.’ Two elements that affect an individual’s relationship with a brand: • Relationship between the brand as person and the customer • The brand personality or the type of person the brand represents.
    13. 13. Brand Personality Dimensions of Aaker  The brand personality dimension:- is a framework to describe and measure the personality of a brand in five core dimensions, each divided into a set of facets.  It is a model to describe the profile of a brand by using an analogy with a human being.
    14. 14. 1) SINCERITY a) Down to Earth b) Honest c) Wholesome d) Cheerful 2) EXCITMENT a) Daring b) Spirited c) 15 Imaginative d) Up-to-Date ----- Family oriented, Small – town, Conventional & Blue collar (ex) Bajaj/ Raymonds ----- Sincere, Real, Ethical, Thoughtful, Caring, (ex) Tata/ Amul ----- Original, Genuine, Ageless, Classic, Old fashioned. (ex) Business India/ Taj Mahal -hotel ----- Sentimental, Friendly, Warm, Happy, (ex) Jet Airways/ Singapore Airways/ Coke ------ Trendy, Exciting, Off-beat, Flashy, Provocative. (ex) Citi Bank. - ---- Cool, Young, Outgoing, Lively, Adventurous. (ex) Thumps-up ------ Unique, Humorous, Surprising, Artistic, Fun. (ex) Fewiquick/ Fevicol/VIP ------ Independent, Contemporary, Innovative, Aggressive. (ex) King Fisher/ Pepsi
    15. 15. 3) COMPETENCE a) Reliable b) Intelligent c) Successful ---- Hard working, Service, Efficient, Trustworthy, & Careful. – Reliance/ Maruti ---- Technical, Corporate, & Serious. (L&T). ---- Leader, Confident, Influential. ( Hero/Ujala). 4) SOPHISTICATED a) Upper class b) Charming ---- Glamorous, Good looking, Pretentious, Sophisticated. ( Allen solley/ Lux). ---- Feminine, Smooth, Sexy, Gentle. ( Femina/ Dove). 5) RUGGEDNESS a) Outdoorsy b) Tough 16 ---- Masculine, Western, Active, Athletic. ( MRF ). ---- Rugged, Strong, No-nonsense. (CEAT).
    16. 16. 5 Dimensions of Brand Personality Sincerity • Down-to-earth = down-to-earth, family-oriented, smalltown, genuine, old-fashioned • Honest = honest, sincere, real • Wholesome = wholesome, original • Cheerful = cheerful, sentimental, friendly
    17. 17. 5 Dimensions of Brand Personality Excitement • Daring = daring, trendy, exciting • Spirited = spirited, cool, young • Imaginative = imaginative, unique • Up to date = up to date, independent, contemporary
    18. 18. 5 Dimensions of Brand Personality Competence • Reliable = reliable, hard working, secure • Intelligent = intelligent, technical, corporate • Successful = successful, leader, confident
    19. 19. 5 Dimensions of Brand Personality Sophistication • Upper class = upper class, glamorous, good looking • Charming = charming, feminine, smooth
    20. 20. 5 Dimensions of Brand Personality Ruggedness • Outdoorsy = outdoorsy, masculine, western • Tough = tough, rugged
    21. 21. Why use Brand Personality? A) Enriching understanding. B) Contributing to a Differentiating Identity. C) Guiding the communication Effort. Brand Personality Drivers a) Product – Related Characteristics     27 Product Category. Package. Price. Attributes.
    22. 22. b) Non – Product Related Characteristics User Imagery.  Sponsorships.  Symbol.  Age.  Advt. Style.  Country of Origin.  Co. Image.  Celebrity. CEO  28
    23. 23. Brand Behaviors and Possible Personality Trait Inferences Brand Action Trait Inference Brand is repositioned several times or changes slogan repeatedly Brand uses continuing character in advertising Familiar, comfortable Brand charges high prices and uses exclusive distribution Snobbish, sophisticated Brand frequently available on deal Cheap, uncultured Brand offers many line extensions 6-29 Flighty, schizophrenic Versatile, adaptable Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
    24. 24. USER IMAGERY  It can be based on either typical users or idealized users.  It can be powerful drivers of Brand personality, in part, because the user is already a person & thus the difficulty of conceptualizing the brand is reduced.  Brands can create a value proposition & basis for a relationship by focusing on a particular social or reference group thr’o user imagery.  Celebrity can also provide the basis for user imagery. 30
    25. 25. So, now let’s check your own personality ! 1. Write down your own personalities and characteristics 1. Choose one of your favorite brand and describe the personalities of that brand 2. If this brand becomes a person, describe the personalities of this person.
    26. 26. What they stand for What they believe in What they care about What they love What they want to be The type of person they want to be with The kind of relationship they want What they want people to know about them The kind of friend they want
    27. 27. Levels of Personality A) THE CORPORATE PERSONALITY. B) THE PRODUCT – DERIVED PERSONALITY. C) THE ASPIRATION BASED PERSONALITY. 33
    28. 28.  Envision the personality as extending seamlessly from the positioning.  Weigh the alternatives with a single customer in mind.  Focus personality on a core emotion.  Make likability a high priority.  Find room in the Brand Personality for confidence.  Invest. 34
    29. 29. BRAND PERSONA QUESTIONS 1. Why do you consider brand X to be better than others? 2. If you see a person using brand X, what would you know about him or her? 3. If brand X were an actor, what kind of actor would it be & why? 4. What kind of animal best describes the brand? 5. If brand X were a dept. store, what store would it be & why? 35
    30. 30. 2. Think of two close friends, and write down all the things you like most about their personalities 1. Describe the values, beliefs and characteristics that you admire in your friends 2. Compare how similar or dissimilar they are 3. Choose the most suitable brands to represent your friends and explain why???

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