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Brand Personality Framework
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- 2. BRAND PERSONALITY DEFINED BrandPersonality is using human like adjectives such as honest, daring, charming, reliable and more to describe a brand The set of Human Characteristics associated with a Brand AAKER, 1997 A brand’s personality describes the brand’s character as if the brand were a person
- 3. WHY IS BRAND PERSONALITY IMPORTANT? Provides consumerswith something they can relate to Helps companies to shape the way consumers feel about its product, service and mission Increases brand equity Customers are more apt to buy a brand if its personality is similar to theirs.
- 4. HOW IS BRANDPERSONALITY FORMED ? PRODUCT RELATED ATTRIBUTES Product Name, Logo, Color & Fonts Product Category Association MARKETING STRATEGY Product Endorsers or Influencers Pricing, Packaging, Promotion & Place
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- 6. BRAND PERSONALITY SINCERITY EXCITEMENT COMPETENCESOPHISTICATION RUGGEDNESS Down-to-earth Honest Wholesome Cheerful Daring Spirited Imaginative Up-to-date Reliable Intelligent Successful Upper Class Charming Outdoorsy Tough
- 7. WHAT IS THE BRANDPERSONALITY OF SOME ICONIC INDIAN BRANDS ?
- 8. AMUL BRAND PERSONALITY- SINCERITY TRAITSTHAT BEST DEFINE AMUL FAMILY ORIENTED REAL SENTIMENTAL CHEERFUL
- 9. THUMS UP BRAND PERSONALITY-EXCITEMENT TRAITS THAT BEST DEFINE THUMS UP COOL CONTEMPORARY DARING IMAGINATIVE
- 10. MAHINDRA BRAND PERSONALITY- COMPETENCE TRAITSTHAT BEST DEFINE MAHINDRA RELIABLE HARDWORKING SUCCESSFUL CONFIDENT
- 11. TANISHQ BRAND PERSONALITY- SOPHISTICATION TRAITSTHAT BEST DEFINE TANISHQ FEMININE UPPER CLASS GLAMOROUS CHARMING
- 12. ROYAL ENFIELD BRAND PERSONALITY-RUGGEDNESS TRAITS THAT BEST DEFINE ROYAL ENFIELD OUTDOORSY MASCULINE WESTERN TOUGH