Brand personality refers to the human characteristics associated with a brand that distinguish it from other brands. It is easier for consumers to remember and engage with brands that have strong, distinctive personalities. Brand personality can be defined in different ways, including emotion-centered definitions that see it as the emotional bond between consumer and brand, and human-centered definitions that characterize brands as having human traits and demographics. Common techniques for identifying brand personality include using projective techniques to associate brands with emotions or adjectives, and measuring brands across factors like sincerity, excitement, competence, sophistication, and ruggedness. Symbolism, values, and appeals to reason, senses, emotions, and self-image also contribute to how consumers perceive a brand's

1. Brand Personality

2. ►Brand personality is what distinguishes one
brand from another or a particular brand
from a product.
►It is easier to intuitively understand brand
personality rather than define it

4. Brand personality of DABUR
►Strong heritage
►Herbal or ayurvedic benefit
►Healthy
►Nurturing

5. ►Consumers find it easy to deal with brands
that have strong personality because it is
easier to remember them.
►Ex : Parle G the largest selling biscuit in
the low price segment has carved a niche
for itself because it is seen as a “Heritage”
brand enjoyed by both Grand Parents as
well as Grand Children.

6. ►Besides possessing personalities, also
acquires “Charisma” so much the better.
►Ex : Lux has the aura of “The cine star’s
soap” this aura of aspiration &
achievements makes it irresistible.

7. ►The definition of Brand Personality available
in literature can be classified into three
types :
►A) Emotion centered definition
►B) Human centered definition
►C) Others

8. Emotion Centered Definition
►Christine Restall of McCann Erikson contends
that it is because of an emotional pre
disposition that people choose one brand
instead of the other though there is no
discernible difference between them thus, we
can see brand personality as the emotional
between the consumer & the brand.

9. ►Crask & Laskey’s view of brand
personality is that it is the sum of
intangible assets of the brand. (Eg.
Quality, Prestige etc.) like intangible
assets of Lifebuoy soap are germs killing
platform, health positioning.
►Its tangible aspects are its long lasting
ability , its red carbolic cake and its
bright packaging .

10. Projective technique has been used to identify
the emotions underlying the brand
► Maggi hot & Sweet Chili
sauce
► Red & White
► Onida TV
► Exide battery
► Humor
► Valour
► Irritation
► Peace

11. Another way of using projective techniques is to
identify the brand with an adjective.
► Tata Tea
► Ayur shampoo
► Gillette Blade
► Fresh
► Traditional , Nurturing
► Macho, Tough

12. Human Centered Definition
►Southgate defines personality as “the
human characteristics of the brand in
question, whilst taking special care that it is
the brand that is being described and not he
target customer.”( Is the brand male or
female?.... Technocrat or nurse?.... Puritan
or Hedonist?” This route to defining brand
personality transforms a brand into a human
being.

13. ►Aaker’s definition of brand
personality is close to this. He sees
brand personality as the set of human
characteristics associated with a
brand. For Instance, Harley Davidson
motorcycle is seen as a macho,
freedom-seeking person. This is a
personality. Similarly, Coke’s
personality is “REAL” (the real thing!);
Pepsi’s is young, spirited, exciting.”

14. ► Human characteristics might be demographic
traits such as gender , age , socio-economic
class besides subtle personality traits like
Warmth , concern and sentimentality. Brand
personality can thus have
1. demographic characteristics : Feminine
(Sunsilk , fair & lovely ) vs. Masculine ( Fair
handsome , Old spice )
2. Psychographic characteristics like upper class
( Surf Excel matic ) vs. blue collar ( Nirma ,
Ghadi ).
3. Sophisticated ( Esteem ) vs. Rugged ( Tata
sumo )

15. ► 5 Personality factors namely are
1. Sincerity
2. Excitement
3. Competence
4. Sophistication
5. Ruggedness

16. ► Each personality factor composed of
several sub-factors which is illustrated
below as a brand personality scale.
1. Sincerity
► Down to Earth
► Honest
► Wholesome
► Cheerful

17. 2. Excitement
► Daring
► Spirited
► Imaginative
► Up-to-date

18. 3. Competence
►Reliable
►Intelligent
►Successful

19. Inspire a leadership brand

20. 4. Sophistication
►Upper Class
►Charming

21. What we buy often speaks about
ourselves
► Van Heusen

22. 5. Ruggedness
►Outdoorsy
►Tough

23. Brand Personality Symbolism
► The Marlboro Man is one
of the most famous and
controversial ads of all
time

24. The Marlboro Man represents/is:
► Being a cowboy (a boy’s
fantasy)
► Cool
► Independence
► Rugged/Tough
► Ability
► Style
► Steadiness
► Fearless

25. Elements of Brand Personality
Appeals
to the
reason
(Beliefs)
sensible,
practical,
hardworking,
affordable
efficient
Appeals
to the
senses
(Reactions)
stylish,
sizzling,
tasty,
attractive
Appeals
to the
emotions
(Feelings)
warm,
caring,
fun,
exciting,
trendy,
trusted
Appeals
to the
Self- image
(Associations)
asp rational,
status-conscious,
cult figure,
macho
Rational Sensory Emotional Symbolic
Brand Values