In this lecture, student will study about brand personality which the consumer can relate and an effective brand will increase its brand equity by having a consistent set of traits

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Brand personality

2. What is Brand personality
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 A brand personality is something to which the consumer can relate, and an
effective brand will increase its brand equity by having a consistent set of
traits.
 This is the added-value that a brand gains, aside from its functional benefits.
 The brand personalities gives consumers something with which they can
relate, effectively increasing brand awareness and popularity.
 It means assigning human personality traits to a brand so as to achieve
differentiation.

3. Dimensions
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 SINCERITY : Consumers interpret sincere brands as being down-to-earth,
honest, wholesome, and cheerful.
 Example : Sure, some people find Rachael Ray annoying, but more people
find her endearing – the kind of woman you can sit down with for a chat at
the kitchen table.

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 EXCITEMENT : The most exciting brands are daring, spirited,
imaginative, and on the cutting edge
 Funky graphics and forward-thinking designs make a leader in competitive
industry.

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 COMPETENCE : Reliability, intelligence, and success are the traits
associated with these brands.
 There are a few financial services firms that still manage to play well in
consumer minds.
 Service is perceived as responsible, efficient, reliable, and dependable

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 SOPHISTICATION : A brand that is sophisticated is viewed as
charming and fit for the upper classes.
• When it comes to esteem and seemingly eternal longevity, the Chanel
brand is unequalled.
• In good times and bad, this brand remains strong as a symbol of a life
lived in all the right places, doing all the right things.

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 RUGGEDNESS : consumers pick up on this personality dimension quite
well.
• Rugged brands are seen as outdoorsy and tough.
• Example : The North Face has built an empire by outfitting people who
actually do scary outdoorsy things, and those who just like to look good on
the streets of NYC.

8. How to create a Brand personality
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 Sponsorship : To sponsor something is to support an event, activity, person,
or organization financially .
 A sponsor is the individual or group that provides the support, similar to a
benefactor.
 A deal made between a publisher and a developer in which the publisher
pays to have their branding/ads in one of the developer's games.

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 Symbols : it can be controlled and have strong associations.
 Logos are the centerpiece of a company brand
 When a customer see a logo should quickly able to connect with the brand

10. Conclusion
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 A brand personality help brand in a several ways :
 It can provide a vehicle for customers to express their identity.
 It help to suggest a kind of a relationship customer has with brand
 It is a sustainable point of differentiation because it is very difficult to copy
personality.

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Thank you