Brand personality is defined as the set of human characteristics associated with a brand. Examples show that brands can have traits like safety and reliability (Volvo), being athletic (Nike), or dependable and authentic (Levi's). Products and brands are also associated with gender personas, like coffee and toothpaste being seen as masculine and soap and shampoo being seen as feminine. Colors can also influence brand personality traits, with different colors like blue, yellow, and red being linked to traits like respect, warmth, and excitement.

1. BRAND PERSONALITY Consumer Behavior Submitted by Mayank Singh – 25

2. Introduction Brand Personality is defined formally as the set of human Characterstics associated with a brand. Brand personality is a series of traits or values

3. BRAND PERSONALITY What you are Sensitive Idealistic Optimistic Assertive Resourceful What you are not Sentimental Naïve Utopian Rock Star Professional Where do I see you? How often? How do you sound?

4. Brand personifications Brand Personification include Product personality & gender Personality and colour

5. Examples of Brand Personality, Product & Gender Brand Personality Volvo Safety & reliability Nike The Athlete in all of us Levi’s 50 Dependable, rugged, real & authentic Barcadi Breezer Outwardly innocent & inwardly,naughty Product and Gender Coffee & Toothpaste Masculine persona Soap & Shampoo Feminine persona

6. Dimensions of Brand Personality

8. Consumers also tend to associate personality factors with specific colours Colour Personality Link Blue Commands respect, authority Yellow Caution, novelty, warmth Green Natural, secure, relaxed, living things Red Exciting, hot, passionate, strong Orange Affordable, informal, powerful Brown Informal & relaxed, masculine White Goodness, purity, chastity, cleanliness, formality Black Sophistication, power, authority, mystery Silver, Gold, platinum Regal, wealthy, stately

9. Brand has a personality, character, tone of voice, its own style etc. Tata Truck clever and quick fox Tall, strong, rural man with a moustache The purpose of citing these examples was to know that every brand has a personality

10. McDonalds is known for kids, fun, Mac burger, cleanliness and efficiency Deccan Airlines is cheap, no-frills airline

11. She is young, employed. An ambitious girl (not lady), She is a go-getter with a sense of humour and a large circle of friends. She communicates an image that is stylish and confident. She is a Generation X girl. She is unique and intelligent, a great deal of fun to be with. She is adventurous and sporty. She is always where the party is. Not a girl one can forget easily, even after 3 beers. Formula One is the most-watched sporting event in the world. Both Foster's Lager and Formula One are international, fun, aspiration, youthful and glamorous The association of fit, healthy, successful young athletes building a thirst in competition and then celebrating with a refreshing Foster's was an irresistible image

12. Thank You