Brand Personality

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this ppt is one of the best ppts i'v prepared.. i jst luv it..hope u guys too, fynd it "meaningful"
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Brand Personality

  1. 1. Brand Personality
  2. 2. Brand Personality? a set of human characteristics associated with a brand  how the brand behaves  Gender, age, socio-economic class, psychographic, emotional characteristics.
  3. 3. SOME EXAMPLES… MASCULINE FEMININE
  4. 4. YOUNGER OLDER
  5. 5. TRENDIER OLD FASHIONED
  6. 6. IRREVERENT CONFORMING
  7. 7.  like human personality, is both distinctive and enduring.  built over a period of time.  the outcome of all the consumer’s experiences with the brand.  In consumer’s mind, these impressions merge to form an overall concept of what to expect from brand
  8. 8. How to create Brand Personality? SPONSORSHIPS
  9. 9. SYMBOLS can be controlled and can have extremely strong associations.
  10. 10. BRAND AMBASSADORS
  11. 11. HOW BRAND HELPS EXPRESS PERSONALITY? Feelings Engendered by Brand Personality There can be a set of feelings and emotions attached to a brand personality, just as there are to a person. The use of such brands can cause feelings and emotions to emerge.
  12. 12. HOW BRAND HELPS EXPRESS PERSONALITY? The Brand as a Badge  A brand could ser ve as a consumer’s personal statement.  Cars, cosmetics, apparels lend themselves to personality expression because their use occurs in a social context with relatively high involvement
  13. 13. The Brand Becomes Part of the Self  The ultimate personality expression occurs when a brand becomes an extension or an integral par t of the self.  The potential to create this oneness with some people can represent a significant oppor tunity for a brand.
  14. 14.  A brand personality can help a brand in several ways: ◦ It can provide a vehicle for customers to express their own identity. ◦ A brand personality metaphor helps suggests the kind of relationship that customer has with brand. ◦ Brand personalities serve to represent and cue functional benefits and product attributes well.  Importantly, brand personality is often a sustainable point of differentiation ◦ Sustainable because it is very difficult to copy a personality.

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