brand identity persona

8/3/2019 Brand Identity Persona

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Resonance

JudgmentsFeelings

PerformanceImagery

Salience

Intense ,activeloyalty

Positive, accessiblereactions

Point of parity &

difference

Deep broadawareness

•What about you & me ?

4. Relationship

•What about you ?

3. Response

•What are you ?

2. Meaning

•Who are you ?

1. Identity

Brand Building blocksBrand development stages Branding objectives



*

*To what extent the brand is at the TOM/ easily

recalled/ recognised.

*What types of cues are necessary?

*How persuasive is the awareness?



*

*Breadth of awareness – range of purchase &

usage situations in which the brand comes to

mind

*Depth of awareness – How likely it is for a

brand to come in mind and the ease with which

it does



*

*Marketers build Brand Equity by creating the

right brand knowledge structures with the

right customers



Corporate visual identity is defined by corporate name, logotype orsymbol, typography and colour, and they play an important part in

creating awareness and recognition . Furthermore, the brand integrates a

company’s stakeholders by creating a common ground and a sense of

Community. Its identity forms part of how it is “known” as well as a

stable point of reference for customers

The choice for the brand elements is a key Brand equity driver.

Names. URLs, logos, symbols, character, spokespeople, slogans, gingles,pakages, signages



*

Aha moment of finding what a person has been

looking for.

ShortAppealing

Memorable

Active

Multiculturally effective



*

*Brand Identity is defined by answering the

following questions:

*What is the brand’s particular vision and aim?

*What makes the brand different ?

*What is its permanent nature ?

*What are its values ?

*What are the signs which make the brand

recognizable ?



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*Brand Identity refers to what the sender wants

the receiver to think of the brand

*Brand Image refers to what the receiver

actually thinks of the brand

* Does Identity=Image ? (Brand Manager’s

responsibility)



*

Brand Identity

Signalstransmitted

•Products

•People

•Places

•

Communication

Brand ImageBrandimage

Sender

Messages

Receiver



*

*Semiotics is the study of the

meaning/interpretation of signs and symbols

*Marketers have to understand how to encode

symbolic communication (brand identity) and

how consumers decode symbolic

communication (brand image)



*

*Brands can act as communication devices at four levels:

*Utilitarian sign: reliability, effectiveness, economic

performance

*Commercial sign: communicates value, high or low

*Socio-cultural sign:

brands associates with particulargroups of people

*Mythical sign/symbol: brand forms mythicalassociations



*

*Brand Building:

*Memorable: Recall & recognise

*Meaningful: Credible, suggests corresponding

category

*Likeable: aesthetically appealing



*

*Defensive

*Transferable: Add equity across geographies,

segments

*Adaptable over time

*Protectable: legally, competitively protectable



VIDEOS

*Case study - Finsense

*The money show logo



*

* “the set of human characteristics associated

with a brand.”

*Documents a stable set of personalitydimensions that are thought to underlie the

construct.

*brand personality plays a critical role in the

“for me” choice, or “I see myself in thatbrand” choice.



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*Sincerity, typified by traits such as wholesome, down-to earth,honest;

*Excitement, typified by traits such as daring, imaginative,exciting;

*Competence, typified by traits such as intelligent, secure,confident;

*Sophistication, typified by traits such as glamorous, smooth,charming;

*Ruggedness, typified traits such as strong, masculine, western.



*

*Brand personality is the act of applying humancharacteristics or traits to a brand, inducing

consumers to think of a brand as if it hadperson like qualities

*Associating human personality characteristicswith a brand is possible because people

anthropomorphize, that is, transfer humancharacteristics to inanimate objects on aregular basis



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*Direct: originate from any individual associated with the brand

(e.g. endorsers, spokespersons, company CEO, and family

members), and transfer to the overall brand personalityperception.

*Indirect : originate from informational sources as product

attributes, product category, brand name and symbol,

advertising approach, price, and demographic characteristics

(e.g. gender and social class).



*Benefitsbrand personalities, like human personalities, are thought

to be comprised of traits that are relatively enduring.

*Consumer researchers suggest that numerous benefits may

accrue to brands with strong, positive brand personalities.

* A favorable brand personality is thought

* to increase consumer preference and usage (Sirgy, 1982),

* increase emotions in consumers (Biel, 1993),

* increase levels of trust and loyalty (Fournier, 1998),

* encourage active processing on the part of the consumer (Biel,

1992),

*and provide a basis for product differentiation (Aaker, 1996).



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*If the brand was a person what sort of personality would it have ?

*Sincerity

*Excitement

*Competence

*Sophistication

*Ruggedness

*Peaceful

*Passionate



*

RBM :

• Consumers may not have the personality of a brand but wouldlike to have a relationship.

e.g. NIKE V/S LA GEAR

Rugged / Outdoor Fashionable

CITIBANK V/S BARCLAYS BANK

Modern, technical Solid, sound, wealthy,

pretentious, high competent.

flying.



*•The brand as a friend.

UJALA V/S ROBIN

Trusted Old, jaded

Dependable Out-of-reach

Understanding Staying nowCaring in a distant

Practical town.

•



*Brand Behaviour Personality Traits

•Frequent changes in brand - Flighty, schizophrenic

Position, symbol, advertising

Style, tone, pace.

•Frequent deals, coupons, - Cheap uncultured.discounts.

•Advertise, frequently / - Outgoing, popular.

extensively.

•Strong customer service, - Approachable.

Easy-to-use package.

•Continuity of characters - Familiar,

comfortable.

packaging, symbol, endorsers.



*

Brand Behaviour Personality Traits

•High price, exclusive Snobbish, sophisticated.

distribution, advertises in

upscale magazines.

•Friendly endorsers, Friendly, neighbor next

advertising. door.

•Association with events, Culturally aware, cause related

marketing. concerned.



*

You have just planned a party this Saturday and have invitedthe following persons:

* India Today

*Business world

*Times of India

*Stardust

*Savvy

*Journal of Operations management



*

Answer the following in one single word:

* What dress will each wear?

* What mode /brand of transportation/vehicle will they come in* What conversation will they make?

*What will be their gender and age?

* What will they drink at the party?

* What type of food will they have at the party?

*If the party starts at 8pm what time will each arrive?

* Write personality profile of your favorite brand amongst these inless than 500 words

Draft Personality profile



Draft Personality profile

IT BW TOI SD SV JOM



IT BW TOI SD SV JOM

Dress

Transport

Conversation

Gender

Age

Drink

Food

Arrival