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Dynamics of Brand Personality

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Brand personality refers to human traits associated with a brand through symbols and customer experience. It differentiates brands and offers competitive advantage. David Ogilvy created some of the earliest and most successful brand personalities through campaigns that portrayed brands as likable people. Brand personality demonstrates a brand's passion, expertise, and values to connect with customers on a deeper level.

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BRAND ,[object Object],[object Object]
Brand Personality ,[object Object],[object Object],[object Object]
EXAMPLES ,[object Object]
ORIGIN ,[object Object],[object Object],[object Object]
BENEFITS ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
 
WHAT PERSONALITY REVEALS ABOUT A BRAND ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Microsoft Aggressive Main-stream Arrogant Apple Individualists Freethinkers Innovative
Environmental Design ,[object Object],Hot color communicates an aggressive, passionate personality
POWER BUILDING ,[object Object],[object Object],[object Object],[object Object]
REFLECTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
CREATING BRAND PERSONALITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
STRATEGIES TO CREATE BRAND PERSONALITY ,[object Object],[object Object],[object Object]
Company A Company B Sophisticated Easy going Arrogant Modest Efficient Helpful Self-centered Caring Distant Approachable Disinterested Interested
STRATEGIES ,[object Object],[object Object],[object Object],[object Object],[object Object]
INDIAN SCENARIO ,[object Object],[object Object],[object Object]
SURVEY – INSTANT COFFEE Nescafe was compared to Gold Cafe-both 100% pure instant coffees, both heavily advertised and both premium-priced. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Symbols & Logos ,[object Object],[object Object],[object Object],[object Object],[object Object]
Slogans / Punch Lines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tangible aspects of the Brand ,[object Object],[object Object],[object Object],[object Object]
Attitude & Tonality ,[object Object],[object Object],[object Object]
 
ADVERTISING IN CREATING BRAND PERSONALITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Endorser ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
User Imagery ,[object Object],[object Object]
Executional Elements ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
CONCEPT ,[object Object],[object Object],[object Object],[object Object]
CORPORATE BRAND PERSONALITY TRAITS ,[object Object],[object Object],“ 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. ,[object Object],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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Dynamics of Brand Personality

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  • 18. Company A Company B Sophisticated Easy going Arrogant Modest Efficient Helpful Self-centered Caring Distant Approachable Disinterested Interested
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