Download - Brand Personality Fins
Brand Personality
GROUP MEMBERS:NIKITA JAINNISHIT KUMARRAVISH VERMASALUJA TIRKEYSONALI MITTALVIJAY SIRESIYA
Flashback!!!!
• Introduced in 1940• The original formula was invented by
Tennessee beverage bottlers Barney and Ally Hartman
• First slogan “ya-hoo! Mountain dew. It'll tickle yore innards”
• A revised formula was created by Bill Bridgforth in 1958.
• Mountain Dew was originally Southern and/or Scots/Irish slang for moonshine (i.e., Homemade whiskey)
Mountain Dew
• Daring – showed extreme sports in the
commercials and promos
• Outdoorsy – commercials shot outside
• Tough – impression of being tough to participate
in extreme sports
• Masculine – due to the male dominance in
advertisements
As per the survey by University of Tennessee…..Personality Dimensions:
Respondents were shown a list of the five personality dimensions and asked to order the words from 1 to 5 (1 being the most and 5 being the least) that best describe Mountain Dew’s Brand.Ranking Personality
DimensionPlacement Percentage
1 Excitement 100%
2 Ruggedness 83.3%
3 Competence 66.7%
4 Sophistication 50%
5 Sincerity 50%
Results of the survey…..
• Excitement : collectively ranked as the most descriptive personality dimension of Mountain Dew. Respondents felt that the commercials, which mainly highlighted extreme sports, gave off an air of excitement. They felt that theses commercials served to excite the consumers about the drink by displaying high energy.
• Ruggedness: Respondents associated the word with manliness and others with extreme behaviour.
Competence : Many respondents had varying definitions of the word. Those that applied the word to the brand felt that the commercials were communicating that anyone who drank Mountain Dew could also try their hand at extreme sports.
Sophistication : Many respondents felt that the word didn’t describe Mountain Dew at all. No one thought that there was anything sophisticated about the commercials.
Sincerity: it was seen as the least descriptive personality dimension for Mountain Dew. The message conveyed in the commercials that Mountain Dew consumers could participate in the extreme sports shown came off as a lie.
Flashback!!!
• Founded in 1946• Indian dairy cooperative, based at
Anand, Gujarat• Brand managed by a cooperative body,
the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat.
• Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products
Amul Brand Personality
• Evergreen- Amul still uses its same mascot (Amul girl) reflecting
that e brand never gets old.
• Genuine – advertisements are about the product attributes
• Cheerful – advertisements often happy and humorous
• Down to Earth – promos are never over the top or seem
impossible
• Integration – shows integration of rural and urban India.
Brand Personality helps :
1. In helping consumers express themselves and their identity
2. In establishing relationship with consumer
If established successfully, it is difficult to dislodge from the position.