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Brand personality

The document discusses brand personality, which is the expression of core values and human traits that differentiate a brand. It provides examples of brand personalities such as sincere for Peter England shirts and ruggedness for Mahindra Scorpio. Creating an effective brand personality involves defining the target audience and building a consumer personality profile to match the product personality. Advertising helps establish brand personality through elements like celebrity endorsers, user imagery, and creative execution. Corporate brand personality reflects the values, actions, and words of a company's employees.

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By –Pankaj Kumar Department Of Management Studies Pondicherry University
BRAND Refers to symbols such as name, logo, slogan, design etc. Customer experience represented by collection of images & ideas.
Symbols & Logos Logos should be: Unique but easy to recognize Worth remembering and represent ideas etc. Look simple and yet capture wider meaning. Relevant and in tune with the time .
Slogans / Punch Lines Enhance brand recall Have strong linkage with brand's essence / key values Convey a clear meaning or suggest something about product category / brand / values / features / benefits of the brand Peter England - Honest Shirt (sincerity) Bank of Rajasthan - Dare to Dream (Excitement) Mahindra Scorpio  - Nothing else will do (Ruggedness)
Tangible aspects of the Brand Package Price Nirma Medimix
Brand Personality Expression of the core values & characteristics of a brand with emphasis on human personality traits e.g. friendly, intelligent, innovative Process of transforming brand into a person or humanizing the brand. Acts as brand differentiator &offers sustainable competitive advantage
EXAMPLES Brands having charisma extends well beyond their brand’s functional benefits
ORIGIN Hathaway, the manufacturer of brand of shirts, hired Ogilvy’s agency in 1951. David Ogilvy created most successful & widely recognized brand personalities. campaign showed the model in a series of situations in which he would have liked to find myself
BENEFITS Helps to identify the brand attitude & various dimensions of the personality . Focus of Brand messages is on critical drivers that reflect the brand’s personality and distinguish it from competitors. Helps to create greater depth and dimension for the brand
WHAT PERSONALITY REVEALS ABOUT BRAND Demonstrates a Brand’s Passion, Expertise & ultimate purpose Touches & energies the motivation of the targeted Customer Segments Projects the Brand’s Core Values and Beliefs Describes how customer’s can expect to be treated.
Brand Personality is the “voice” behind Brand’s : Values Functional Attributes Competitive Positioning IBM vs. vs. Corporate Formal Professional Microsoft Aggressive Main-stream Arrogant Apple Individualists Freethinkers Innovative
REFLECTIONS The perceptions, motivations, and values of its targeted customers must be reflected. American Express Sophisticated Dignified Educated
Types of Brand Personalities
CREATING BRAND PERSONALITY Define the target audience Find out what they need, want and like Build a consumer personality profile Create the product personality to match that profile E.g : Levi Strauss masculine youthful rebellious individual free American
STRATEGIES TO CREATE BRAND PERSONALITY Values and Characteristics of Brand Personality : Tend to prefer brands that fit in with their self-concept. Like personalities that are similar to theirs, or to those whom they admire.
Company A Company B Sophisticated Easy going Arrogant Modest Efficient Helpful Self-centered Caring Distant Approachable Disinterested Interested
STRATEGIES Making the Customer Connection: Communicate the brand’s personality Create the connection between customer and product Give customers what they expect Keep promises
INDIAN SCENARIO INPUT: personality that the marketer wishes to attach to his brand. TAKE-AWAY: impression of that personality which actually enters the target consumer’s head. In March 1989, several students at the Indian Institute of Management, Calcutta (IIMC), conducted small-scale surveys on the personalities of various brands, as part of their course on Advertising Management.
SURVEY – INSTANT COFFEE Nescafe was compared to Gold Cafe-both 100% pure instant coffees, both heavily advertised and both premium-priced. Mr. Nescafe young man belonging to the Upper middle Class educated and professionally qualified ambitious and ‘wants to go places’ of high caliber and full of self-confidence outgoing character Mr. Gold café older person, possibly graying at the temples and excluding sophistication achieved much in terms of prestige within his organization as also financial standing nurse higher ambitions learnt to control his emotions sophistication is expressed in his finer tastes
Attitude & Tonality Cricket Wireless ’ “bright, lime green sofa” communicates this brand’s relaxed, comfortable, residential personality. This “residential” cue supports the brand’s positioning that Cricket can be a replacement for your home phone. Starbucks ’ signature music cues a multicultural personality. You hear it … you’re aware of it. Additionally, their merchandise drives both brand identity and a unique flair – interesting, inviting and personable. Southwest Airlines ’ “every-man” personality is evoked in their warm colors, their employee training, and their customer service interactions.
ADVERTISING IN CREATING BRAND PERSONALITY Helps brands to gain market share, command price premium Key advertising elements: Endorser User imagery Symbols Execution elements
Endorser Celebrity enjoys instant recognition & goodwill that can be transferred to the brand. Personality of the brand and celebrity should complement each other. Eg. Sachin stands for style, power play, technique and excellence or performance and so best for Boost. Reliable celebrity ensures instant awareness, acceptability and positive attitude towards the brand, which is precursor to buying. Indian celebrity can connect foreign brand with the Indian consumer with great effect. Eg. Big ' B' as brand  Ambassador for Reid & Taylor Endorser                         Attributes Amitabh Bacchan      -  Resilent, professional, charismatic, unassuming Sachin                    -  Excellence, determination faith hard work Rahul Dravid             -  Reliable, consistency M.S. Dhoni               -  Sheer power play
User Imagery Who or what type of person, might use that product / brand. Raymond’s ad (playing with puppies) focuses on soft side of man (i.e. caring and loving) Communicates about the life style of the user. It results in user-driven image which is transferred to the Brand. Brand personality needs to be updated with change in user imagery and information so that the brand remains contemporary and relevant.
Executional Elements Consist of elements like layout, colour etc (in print ads) and visual appeal, music Intelligent and creative ads deliver brand personality. Brand personality plays prominent role in product categories such as alcohol, cool drinks, and perfumes Also acts as differentiator in case of Brand parity with respect to brand features. Consumers have actual and ideal self concept, which has bearing on buying behavior.  Self concept is sort of individual perception on his/her characteristics, abilities etc and also what others opinion on him/her is there. 
CORPORATE BRAND PERSONALITY What a company is and how it presents itself to the consumer are defined by its corporate brand personality. It is a form of brand personality specific to a corporate brand. Procter & Gamble Corporate brands will typically have a set of personality traits that is broader and differently composed than the set of personality traits for each product brand owned. Can be defined in terms of the human characteristics or traits of the employees of a corporation as a whole.
CORPORATE BRAND PERSONALITY TRAITS Reflects the values, actions, and words of all employees of the corporation. These dimensions reflect three distinct sets of personality traits that can guide employees in the organization and influence how the company will be viewed by others. “ Body” “ Heart” “ Mind”
Collaborative Compassionate Disciplined Agile Passionate Creative “ Body” “ Heart” “ Mind” The company must be passionate about serving its customers and competing in the market and must have compassion for employees, stakeholders, and members of the communities in which it operates. A successful company must be creative in its approach to serving its customers and winning in the market, while also adopting a disciplined approach that ensures appropriate and consistent actions across the organization. The successful company must possess the agility to profitably react to changes in the market and also employ a collaborative approach that ensures it works well together inside and outside the company toward common goals.
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