This document discusses brand personality and how it relates to consumer personality. It defines brand personality as the human characteristics associated with a particular brand. Certain brands have specific personalities like sincere, excitement, competence, sophistication, or ruggedness. Matching a brand's personality to the personality of its target consumers helps the brand resonate better and create loyalty. Celebrity endorsements can help personify a brand's personality. The document also discusses user imagery and sponsorship as ways to convey a brand's personality. In the end, it lists some references and books on consumer behavior and brand personality.

1. BRAND PERSONALITY +
CONSUMER PERSONALITY
21/12/2021

2. Consumer Personality?

5. Brand personality?
• If your brand were a person
• Brand as a person
• Consumers personality matches the brand personality

6. Which brand is matching with your personality

7. Why brand personality is important?
•Resonate with the right target audience
•Create an emotional connection and loyalty
•Eases communication
•Differentiate brand

10. Sincere
• Down to earth
• Honest
• Trustful
• Ethical practices
• Clear consumer policy

11. Excitement
Imaginative
Up to date
Inspiring
edgy

12. Competence
Reliable
Responsible
Intelligent
Efficient

13. Sophisticated
Upper class
Romantic
Charming
Glamorous
Female
Classy

14. Ruggedness
Tough
Masculine
Western
Male oriented

15. • Marlboro is masculine while nykaa is feminine
• IBM is older while apple is younger
• India today is old fashioned while outlook is trendier

16. Celebrity endorsers are often a useful way to personify a brand since the
characteristics and meanings of the celebrity can be transferred to the brand.
Celebrity Endorsers

17. Fit
Healthy
Perfect body
Sports person
For fitness
For health
conscious
Sports shoes
Rugged

21. User Imagery
User imagery involves showing a typical user along with images of the
types of activities they engage in while using the brand.
Type of person or organization who use the brand

22. Sponsorship

23. References
• https://www.marketing91.com/brand-personality/
• https://liveinnovation.org/brand-personality-understanding-aakers-5-
dimension-model/
• https://looka.com/blog/brand-personality/
Books
Mothersbaugh D., Hawkins D. Consumer Behavior...13ed 2016
Schiffman L., Wisenblit J. Consumer Behavior Global 12ed 2019

24. END
Abhilash -20397003
DMS, Pondicherry university
Abhilashvijayan.official@gmail.com