Download to read offline
Personality Self Image.pptx
- 1.
- 2.
- 3.
- 4.
- 5.
- 6. What is Personality? 5 - 6 • The inner psychological characteristics that both determine and reflect how a person responds to his or her environment. • https://en.wikipedia.org/wiki/Personality
- 7.
- 8. The Nature ofPersonality 5 - 8 • Personality reflects individual differences • Personality is consistent and enduring • Personality can change
- 9. Brand Personality 5 -9 • Personality-like traits associated with brands • Examples – Ambuja Cement : Strong & Tough – Bata : Reliable – Mountain Dew : Spirited • Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium
- 10. A Brand PersonalityFramework 5 - 10
- 11.
- 12.
- 13. Brand Personality Constituents 5- 13 • Five main constituents of brand’s personality • Name & Logo (E.g.Red Bull) • Colour and Packaging • Performance • Premium image (E.g. Parker Pen) • Advertisement (E.g. Cadbury)
- 14. Product Personality Issues 5- 14 • Gender – Often used for brand personalities – Some product perceived as masculine (coffee , coke, toothpaste) while others as feminine (bath soap , perfume and shampoo) • Geography - Geographic names are associated with the brand. - Examples : American Tourister, Indian Terrain • Color – Color combinations in packaging and products denotes personality
- 15. Self and Self-Image 5- 15 • Consumers have a variety of enduring images of themselves associated with • These images are personality in that individuals consumption relates to self-image
- 16. Different Self-Images Actual Self- Image IdealSelf-Image Ideal Social Self-Image Social Self-Image Expected Self-Image 5 - 16
- 17.