Brand personality refers to the human characteristics associated with a brand that distinguish it from other brands. It is shaped by impressions over time and represents how consumers expect the brand to behave. There are five main factors that describe brand personality: sincerity, excitement, competence, sophistication, and ruggedness. Each factor contains sub-traits that can be measured on a brand personality scale. A brand's personality is developed through strategies and symbolism and helps guide communication efforts to create brand equity and differentiate brands.

1. Brand PersonalityBrand Personality
Reported By: Stephanie B. Bonifacio

3. What is Brand PersonalityWhat is Brand Personality
►Brand Personality is a set of humanBrand Personality is a set of human
characteristics associated with a brand.characteristics associated with a brand.
►Personality is how the brand behaves.Personality is how the brand behaves.
►Gender, age, socio-economic class,Gender, age, socio-economic class,
psychographic, emotional characteristics.psychographic, emotional characteristics.

4. ►Brand personality is what distinguishes oneBrand personality is what distinguishes one
brand from another or a particular brandbrand from another or a particular brand
from a product.from a product.
►It is easier to intuitively understand brandIt is easier to intuitively understand brand
personality rather than define itpersonality rather than define it

5. About Brand PersonalityAbout Brand Personality
►Brand Personality is the weighted averageBrand Personality is the weighted average
of previous impressions.of previous impressions.
►Brand Personality is searched by brandBrand Personality is searched by brand
strategies and researchers.strategies and researchers.
►In consumer’s mind, these impressionsIn consumer’s mind, these impressions
merge to form an overall concept of what tomerge to form an overall concept of what to
expect from a brand.expect from a brand.
►Brand Personality like human personality isBrand Personality like human personality is
both distinctive and enduring.both distinctive and enduring.
 Both are built over a period of time.Both are built over a period of time.

6. Brand Personality Scale MeasuresBrand Personality Scale Measures

7. ► 5 Personality factors namely are5 Personality factors namely are
1.1. SinceritySincerity
2.2. ExcitementExcitement
3.3. CompetenceCompetence
4.4. SophisticationSophistication
5.5. RuggednessRuggedness

8. ► Each personality factor composed ofEach personality factor composed of
several sub-factors which is illustratedseveral sub-factors which is illustrated
below as a brand personality scale.below as a brand personality scale.
1.1. SinceritySincerity
► Down to EarthDown to Earth
► HonestHonest
► WholesomeWholesome
► CheerfulCheerful

10. Brand personality of DABURBrand personality of DABUR
►Strong heritageStrong heritage
►Herbal or ayurvedic benefitHerbal or ayurvedic benefit
►HealthyHealthy
►NurturingNurturing

11. 2. Excitement2. Excitement
► DaringDaring
► SpiritedSpirited
► ImaginativeImaginative
► Up-to-dateUp-to-date

12. 3. Competence3. Competence
►ReliableReliable
►IntelligentIntelligent
►SuccessfulSuccessful

13. Inspire a leadership brandInspire a leadership brand

14. 4. Sophistication4. Sophistication
►Upper ClassUpper Class
►CharmingCharming

15. What we buy often speaks aboutWhat we buy often speaks about
ourselvesourselves
► Van HeusenVan Heusen

16. 5. Ruggedness5. Ruggedness
►OutdoorsyOutdoorsy
►ToughTough

17. Brand Personality SymbolismBrand Personality Symbolism
► The Marlboro Man is oneThe Marlboro Man is one
of the most famous andof the most famous and
controversial ads of allcontroversial ads of all
timetime

18. The Marlboro Man represents/is:The Marlboro Man represents/is:
► Being a cowboy (a boy’sBeing a cowboy (a boy’s
fantasy)fantasy)
► CoolCool
► IndependenceIndependence
► Rugged/ToughRugged/Tough
► AbilityAbility
► StyleStyle
► SteadinessSteadiness
► FearlessFearless

19. Some ExamplesSome Examples
►Marlboro is “masculine” whileMarlboro is “masculine” while
Blackbath is “feminine”Blackbath is “feminine”
►Microsoft is older while Apple isMicrosoft is older while Apple is
younger.younger.
►Coca-Cola is “conforming” while PepsiCoca-Cola is “conforming” while Pepsi
Cola is “irreverent”Cola is “irreverent”

20. Notable examplesNotable examples
► Jollibee - child friendly, affordable, and familyJollibee - child friendly, affordable, and family
oriented.oriented.
► Red Horse Beer – masculinity, strong andRed Horse Beer – masculinity, strong and
tough.tough.
► Levi’s – Rebellion, sensuality, being cool.Levi’s – Rebellion, sensuality, being cool.
► Axe – Seduction, masculinity, and individuality.Axe – Seduction, masculinity, and individuality.

21. Why use brand personality?Why use brand personality?
► Guides Communication EffortGuides Communication Effort
 Communicates brand identity with richness and texture.Communicates brand identity with richness and texture.
► Creates Brand EquityCreates Brand Equity
 Builds long-term brand equity.Builds long-term brand equity.
 Serves as powerful relationship device.Serves as powerful relationship device.
► Contributes to differentiating IdentityContributes to differentiating Identity
 Can differentiate brands especially when brands are similar in productCan differentiate brands especially when brands are similar in product
attributes.attributes.
 Example: BMW(luxury) vs Volkswagen (family)Example: BMW(luxury) vs Volkswagen (family)
► Enriches UnderstandingEnriches Understanding
 Helps gain an in-depth understanding of consumer perceptions of andHelps gain an in-depth understanding of consumer perceptions of and
attitudes towards the brand.attitudes towards the brand.
 Can provide more insights than is gained by asking about attributeCan provide more insights than is gained by asking about attribute
perceptions.perceptions.

22. Elements of Brand PersonalityElements of Brand Personality
Appeals
to the
reason
(Beliefs)
sensible,
practical,
hardworking,
affordable
efficient
Appeals
to the
senses
(Reactions)
stylish,
sizzling,
tasty,
attractive
Appeals
to the
emotions
(Feelings)
warm,
caring,
fun,
exciting,
trendy,
trusted
Appeals
to the
Self- image
(Associations)
asp rational,
status-conscious
cult figure,
macho
Rational Sensory Emotional Symbolic
Brand Values