The document discusses brand equity, image, and personality, highlighting their importance to both marketers and consumers. It emphasizes the role of brand personality associations in defining consumer perceptions and creating loyalty, as well as strategies for implementing and executing a brand personality. Key points include how brand equity enhances consumer confidence and the significance of aligning brand personality with consumer self-concept.

1. BRAND EQUITY, IMAGE, AND
PERSONALITY
Presented By: Harender Singh

2. BRAND EQUITY, IMAGE, AND PERSONALITY
1) Brand Equity
2) Consumer Knowledge about Brand
3) Type of Brand Associations
4) Brand Personality Association
5) Why are Brand Personality Associations Important? – Importance to
Marketers
6) Why are Brand Personality Associations Important? – Importance to
Consumers
7) When are Brand Personality & Associations are important
8) Implementing a Brand Personality Strategy
9) Executing a Brand Personality Strategy

3. Brand Equity
• High Awareness
• Loyal Consumers
• High Reputations for perceived quality
• Access to scarce distribution channels
• Personality associated with the brand
Equity of the brand is “captured in the name & the symbol
of the brand”

4. Brand Equity : David A Aaker Framework
• Consumer prefer high equity
brands because they find then
easy to approach.
• Brand can charge higher prices
as consumer feels more
confident , satisfaction
• Brand can run more efficient
marketing programs
• Less retailer incentives
• Costs less to launch brand
extension
• Brand therefore command a
higher asset value

5. Brand Equity : David A Aaker Framework
• Brand has having equity not only with consumer but with the distributors
trade too.
• Example – Coca Cola has incredible worldwide distribution(Company states
it want to be “within an arm’s reach of desire” anywhere)

6. Consumer Knowledge about Brand : Kevin
Lane Keller

7. Consumer Knowledge about Brand : Kevin
Lane Keller
• Brand equity is to increase the consumer awareness & familiarity
with it.
• Nature of association that advertisement creates with in the brand
• Brand not physical entity but the consumers thinks , feels & visualizes
when consumer see the brand’s symbol or name
• Stronger brands have more shape and substance – ALEX BIEL

8. Type of Brand Associations – Alex Biel

9. Type of Brand Associations – Alex Biel
• Association can be hard or soft, , dealing with tangible / functional
attributes like speed, price
• Example :
• Apple Computes being youthful
• Prudential Insurance being stable

10. Brand Personality Association
• Components of Brand Images
• Attributes
• Brand Personality
• Brand’s image as encompassing all the associations that a consumer
has for that brand
• Thoughts, Feelings, Images
• Colors, Sounds, Smells
• Mc Donald’s Character – Youthful, Having Fun

11. Brand Personality Association
• A brand that acquire a distinctive
personality may get strongly associated
with a certain value and strongly attract
people who attach great importance to the
value
• Example :
• Pontiac cars positioned themselves as
“building excitement” and are likely to attract
that value segment
• Apple INC always try to deliver superb user
experience, innovation, lifestyle .

12. Brand Personality Association
• Example :
• Betty Crocker , Involving more than 3000 women & found that in general
,Betty Crocker was viewed as a company that is
• Honest & dependable
• Friendly
BUT
• Out of Date
• Old & Traditional
• A manufacturer of ‘old standby’

13. Why are Brand Personality Associations
Important? – Importance to Marketers
• By creating a favorable and linked brand personality a marketer can
set a brand apart.
• Which offer enable the marketer to gain market share or change to
higher price.
• A brand personalities is often unique , non perceptible .
• Competitor can match brand features but usually can’t duplicate the
brand personality.
• Advertisement should have long term goal not short term .
• Higher consumer awareness and loyalty leads to stream of
repurchase

14. Why are Brand Personality Associations
Important? – Importance to Consumers
• By acquiring specific brands we also acquire for yourself the meaning
that they symbolize.
• As part of self-defining process, consumer select those brands that
have a brand personality that is congruent with their own self-
concept – so consumer tries to match with the personality of the
brand.

15. When are Brand Personality & Associations are
important
• If a consumer is not enough to an expert in a product or service , then
the consumer is more likely to relay on the image created through
advertisement. Example – Food, Drinks, fragrance

16. When are Brand Personality & Associations
are important
•People with high self-monitoring are more
sensitive to imagery advertising appeals then a
low self-monitors.

17. Implementing a Brand Personality Strategy
• Researching Brand Personality Associations
• Direct & Quantitative
• Indirect & Qualitative
• Quantitative- Consumer rate a brand , and/or users of that brand on
various personality adjectives
• Consumer may rate pepsi high on scales for the adjectives of being
competitive, aggressive
• Study on 50 personality related to the brands
• 39% Hotel Inn Cheerful , Friendly
• 6% Bird’s eye cheerful
• Disadvantages: Consumers may be unable or unwilling to give their
true opinions

18. Implementing a Brand Personality Strategy
• Qualitative
• Provide Brand name & ask first set of word come in the mind
• Example – McDonals’s – Big Macs, Ronald McDonald
• People like burger king _______________
• Ask consumer to relate brand with animal , people etc
• Example – KFC – A Zebra (Strips on KFC Bucket)

19. Implementing a Brand Personality Strategy
• Targeting Brand Personality
• Bank is advertising good service – then personality must obviously be
friendly but efficient.
• Nike – Emotions of competitions , determination, achievement
• CK – Core value of ‘sexiness’
Demographic of the target segment plays a major
role here

20. Executing a Brand Personality Strategy
• Endorser – Nike shoes gained tremendous personality with the player like –
Michael Jordan & Andre Agassi.
• Executional Elements – Choice of music, color , Typography
• Symbols -
• Consistency -

21. Thank You