Brand Personality

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Brand PersonalityConsumer Behaviour



Introduction

Definition of personality-

Personality is made up of the characteristic patterns of

thoughts, feelings and behaviours that make a person

unique.

Definition of a brand-

A set of perceptions and images that represent a company,

product or service. A brand is the essence or promise of

what will be delivered or experienced.



What Is Brand Personality?

Brand personality is the way a brand speaks and

behaves.

Assigning human personality traits / characteristics to a

brand so as to achieve differentiation.

Brand personality is personification of brand.

Brand personality is the result of all the consumer’s

experiences with the brand.



Brand personality attributes various descriptive

personality - like traits or characteristics to different

brands in a wide variety of product categories.

Can be either symbolic or functional .

• Levi’s 501 jeans – Functional

(Dependable And Rugged)

• Nike - Symbolic

(athlete in all of us)

Definition



Brand Personality - Examples

Moods - Sensitivity

Thumbs up - Bravery / daring

Amul - Humour

MTV - Youth

India kings - Sophistication (upper class)

Woodlands - Ruggedness & outdoorsy

Mahindra Scorpio - Ruggedness

Marlboro - Ruggedness & macho

Ruff & Tuff - Bravery

Sona chandi Chavanprash - Bravery

Britania little heart - Love & Affection



Celebrities and Brand Personality

Sachin-( Boost) stands for style, power play, technique andexcellence or performance.

Sharukh Khan- (Santro small car) represents energy &

entertainment and style.

John Abraham- (Yamaha, Garnier Men’s cream) represents

rugged looks, good physique and youthfulness.

Rahul Dravid-(Max New York life insurance) as he stands

for trust, reliability.



Dimensions Of Brand Personality

Brand Personality dimensions of J. Aaker

Sincerity - Consumers interpret sincere brands as being

down-to-earth, honest, wholesome, and cheerful. ( Tata

Steel. Tata salt)

Excitement - The most exciting brands are daring, spirited,

imaginative, and on the cutting edge. (Thumbs up, Apple)



Competence - Reliability, intelligence, and success arethe traits associated with these brands. (India today,

Outlook)

Sophistication - A brand that is sophisticated is viewed

as charming and fit for the upper classes. (Gucci, Prada)

Ruggedness - Rugged brands are seen as outdoorsy and

tough. (Mahindra, Woodland)



Why use Brand Personality?

Enriches understanding

Contributes to a different identity

Guides communication effort

Creates brand equity



Product Personality and Gender

A product Personality or persona frequently endows the

product or brand with a gender.

•

Mr. Muscle which is a kitchen cleaner.

• Dove which is women toiletry brand.



Product Personality and Geography

Certain products in the minds of the consumers possess a

strong geographical association.

•

Yardley London - a deodorant.

• Hindustan Unilever Limited – a FMCG firm.



Personality and Color

Consumers not only assign personality traits to products

and services but they also tend to associate personality

factors with specific colors.

Coca Cola – Red color.

IBM Thinkpad – Black font.



Creating a Brand Personality

Personality of a person – friends, neighborhood, activities,

clothes, etc.

Product related characteristics – banks as competent;

athletic shoes as outdoor. Product attributes – Light Beer is sophisticated.

Sponsorships – Femina Miss India.

Age – Apple, Outlook as young & IBM as established.

Symbol – Apple’s bitten apple & Mortein loui.



Presented By

Pearl

Shreya Bhola

Shruti Zadoo

Documents

Brand Personality