brand personality
TRANSCRIPT
Brand Personality
Muhammad Zavvar Bin Farooq&
Ibrahim Obaidullah
Brand Personality
DefiningTerm:Brand Personality
Brand Personality The style and attitude that a brand
conveys, much like a human personality.
Increasing Brand Engagement & Attachment.
Built over a period of time.
The outcome of all the consumer’s experiences with the brand.
In consumer’s mind, these impressions merge to form an overall concept of what to expect from brand
Factors Affecting Brand Personality
Gender Age Socio-economic class Psychographic Emotional characteristics
Brand Personality: Gender Differentiation
MASCULINE
Brand Personality: Gender Differentiation
FEMININE
YOUNGER
Brand Personality: Age DifferentiationBrand Personality: Age Differentiation
Brand Personality: Age Differentiation
OLDER
CONFORMING
Brand Personality: Emotional Differentiation
Brand Personality: Emotional Differentiation
IRREVERENT
TRENDIER
OLD FASHIONED
Brand Personality: Brand Personality: Socio-Socio-economiceconomic Differentiation Differentiation
How to create Brand Personality?
SPONSORSHIPS
SYMBOLS can be controlled and
can have extremely strong associations.
BRAND AMBASSADORS
Ray Ban
BRAND AMBASSADORS
Nike
HOW BRAND HELPS EXPRESS PERSONALITY?
Feelings Engendered by Brand Personality
There can be a set of feelings and emotions attached to a brand personality, just as there are to a person. The use of such brands can cause feelings and emotions to emerge.
HOW BRAND HELPS EXPRESS PERSONALITY?
The Brand as a Badge A brand could serve as a
consumer’s personal statement. Cars, cosmetics, apparels lend
themselves to personality expression because their use occurs in a social context with relatively high involvement
Variables of Brand Personality
Sincerity
Down-To-Earth: Family Oriented, Blue color
Honest: Sincere, Caring, Ethical, Thoughtful
Cheerful: Sentimental, Friendly, Cheerful
Wholesome: Genuine, Classic, Ageless
Cont’d
Excitement
Daring: Trendy, Exciting
Spirited: Cool, Young, Lively, Adventurous, Outgoing
Imaginative: Unique, Surprising, Artistic, Fun
UP-To-Date: Independent, Contemporary, Innovative, Aggressive
Cont’d
Competence
Reliable: Hardworking, Secure, Efficient, Trustworthy, Careful
Intelligent: Technical, Corporate, Serious
Successful: Leader, Confident, Influential
Cont’d
Sophistication
Upper Class: Glamour, Good-Looking, Sophisticated, Pretentious
Charming: Feminine, Gentle, Smoothy
Cont’d
Ruggedness
Outdoorsy: Masculine, Western, Active, Athletic
Tough: Rugged, Strong, No-nonsense
Implementing the Brand Personality
Product category
Package or Feature
High Price
Brand Attributes
Color: Personality Association
Blue
Yellow
Red
Brown
Commands respect, authority
Caution ,temporary, warmth, novelty
Human exciting, hot, passionate, strong
Informal masculine nature
Color: Personality Association White
Black
Silver, Gold
Platinum
Goodness, purity, chastity cleanness,
Formal
Sophistication, power, authority mystery
Legal, wealthy, stately
Creating Brand Personality Through Advertisement
Coca Cola
A brand personality can help a brand in several ways:
It can provide a vehicle for customers to express their own identity.
A brand personality metaphor helps suggests the kind of relationship that customer has with brand.
Brand personalities serve to represent and cue functional benefits and product attributes well.
Cont’d
Importantly, brand personality is often a sustainable point of differentiation
Sustainable because it is very difficult to copy a personality.
Conclusion
When product differences are not perceived, the brand's personality becomes the major differentiator and often drives the emotional reason for purchase.