8/8/2019 BB- Brand Personality
1/21
Brand Building:
Brand personality
8/8/2019 BB- Brand Personality
2/21
Subj ect: Brand B u ilding
Topic: Brand Personality
Subm itted to: Prof. Bernadette D.
Pro ject b y:Ankita Che mbu rkar (05)
Om kar Chintale (06)TYBMM 2010-11
Maharshi Dayanand College.
8/8/2019 BB- Brand Personality
3/21
Anyone know who said this?
Do yo u kn ow anyOTHER brandname tatt oo edo n pe o ple?
8/8/2019 BB- Brand Personality
4/21
It was
Do yo u kn ow anyOTHER brandname tatt oo edo n pe o ple?
8/8/2019 BB- Brand Personality
5/21
8/8/2019 BB- Brand Personality
6/21
Ju st as h um ans have a set of specificcharacteristics that s um u p to for m their won u niq u e personality, b randsalso have their set of h um an-like traitsthat give the m a personality.
It is the w ay that a brand:speaks and b ehaves.achieves differentiation.signifies b rand b ehavio u r thro u gh b othindivid u als representing the b rand (i.e.its e m ployees) as well as thro u ghadvertising, packaging, etc.expresses itself in ter m s of h um antraits.
1. What IS Brand personality?
8/8/2019 BB- Brand Personality
7/21
Brands are much like pe o ple
m asc u line
fe m inine
confor m ing
yo u thf u l
yo ungerolder
8/8/2019 BB- Brand Personality
8/21
2. Meas u ring Brand Personality
Big Five ModelPersonality scale.Five m ain personality characteristics that can b eassociated with b rands.
8/8/2019 BB- Brand Personality
9/21
8/8/2019 BB- Brand Personality
10/21
3 . How is b rand personality created?
It is created thro u gh Prod u ct-related and Non-prod u ctrelated attri bu tes.
P r o duct attributes:Prim ary drivers of b rand
personality.Affect the b rand personality.
No n-pr o duct attributes:Affects the advertising style,
co m pany, and i m age.
8/8/2019 BB- Brand Personality
11/21
P ackaging
P r o duct Attributes
P rice
8/8/2019 BB- Brand Personality
12/21
1. User Im agery
6. Ad Style
8. Co untry of Origin
2. Sponsorship
9. Co m pany Im age,CEO, Em ployees
4. Mascot
3 . Symb ol
5. Age
7. Cele b rity Endorsers.
No n- P r o duct Attributes
8/8/2019 BB- Brand Personality
13/21
4. Brand Behavio u r and Brand Personality
BRAND BEHAV IOUR
1. Freq u ent changes inposition and sy mb ols.
2. Freq u ent deals andco u pons.
3 . Advertise extensively.4. Strong c u sto m er service,
easy to u se packages.5. Contin u ity of characters,
packaging.6. High price, excl u sivedistri bu tion.
7. Many endorsers.
P ERSONAL ITY TRA IT
1. Flighty
2. Cheap and u nc u lt u red.
3 . O u tgoing, pop u lar.4. Approacha b le.
5. Fa m iliar, co m forta b le.
6. Sophisticated, sno bb ish.7. Friendly.
8/8/2019 BB- Brand Personality
14/21
5. Using Brand Personality-
Why?It helps the advertiser to gainan in-depth u nderstanding of cons um er perceptions towardsthe b rands.
It is a part of the core orextended identity.
It serves as a m eaningf u ldifferentiation b etween b randsin the sa m e prod u ct category.
8/8/2019 BB- Brand Personality
15/21
6. Using Brand Personality HOW?
Brand P ers o nality can be used t o create brand equity in three w ays.
1. Self-Expression Model2. Relationship Model
3 . Fu nctional Benefit Model
8/8/2019 BB- Brand Personality
16/21
1 . Self Expressi o n M o del
Brand expresses a part of its self-identity.
Brands that people like and u se also help people self-express.The b rands not only provide f unctional b enefits bu t providem ore m eaning to peoples lives, so it has m any different rolesto play.
8/8/2019 BB- Brand Personality
17/21
So m e people m ay never want to have a personality of a co m petentleader bu t m ay want to have a relationship with so m eone who hasthat kind of personality for getting so m e bu siness done.
Also, so m e people wo u ld find tr u stworthy, dependa b le,
conservative personalities as b oring, bu t nevertheless they wo u ldexpect the sa m e personalities fro m b anks or ins u rance services.
2 . Relati o nship M o del
8/8/2019 BB- Brand Personality
18/21
3 . The functi o nal benefit M o delBrand personality can also play an indirect b y b eing a m edi um for representing f u nctional b enefits and also b rand attri bu tes.
Marlb o r o s pers o nality o f a mach o, o utd oo rsy , adventur o us pers o nsuggests pr o duct is
str o ng.
Harley D avids o n spers o nality o f a rugged
mach o kind suggeststhat it is a very
p ow erful , liberatingvehicle.
The D uracell EnergizerRabbit is upbeat , and
never runs o ut o f energy , just like the
battery w hich lastslo nger than o thers.
8/8/2019 BB- Brand Personality
19/21
8. Brand Personality vs. User Im ageryBrand personality is thecharacteristic and identity of theb rand bu t u ser i m agery is theway cons um ers see that b rand.
Brand pers o nality = set of hum an traits associated withb rand.User imagery = set of h um antraits associated with typicalUSERS of that b rand.
User i m agery and b randpersonality sho u ld ideally gohand in hand to create a b alance,sta b ility and s u ccess of the
prod uct.
8/8/2019 BB- Brand Personality
20/21
Concl u sionBrand personality is theso u l and even theextension of the b randsidentity.
Thro u gh it, a cons um ertends to express hi m self thro u gh the b rand andbu ild relationships with theb rand.
Having a u niq u e b randpersonality is essential inthe long r u n and to standa b ove the rest of theco m petition.
8/8/2019 BB- Brand Personality
21/21