5 brand personality

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Brand Personality Brand Personality

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Page 1: 5 Brand Personality

Brand PersonalityBrand Personality

Page 2: 5 Brand Personality

What is brand What is brand personality?personality?

Brand Personality is a set of Brand Personality is a set of human characteristics associated human characteristics associated with a brandwith a brand

Personality is how the brand Personality is how the brand behavesbehaves

Gender, age, socio-economic Gender, age, socio-economic class, psychographic, emotional class, psychographic, emotional characteristicscharacteristics

Page 3: 5 Brand Personality

Some examples…Some examples… MarlboroMarlboro is ‘masculine’ while is ‘masculine’ while

Virginia SlimsVirginia Slims is ‘feminine’ is ‘feminine’

IBMIBM is ‘older’ while is ‘older’ while AppleApple is is ‘younger’‘younger’

India TodayIndia Today is ‘old-fashioned’ while is ‘old-fashioned’ while OutlookOutlook is ‘trendier’ is ‘trendier’

CokeCoke is ‘conforming’ while is ‘conforming’ while PepsiPepsi is is ‘irreverent’‘irreverent’

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About brand personalityAbout brand personality Brand Personality, like human personality, is Brand Personality, like human personality, is

both distinctive and enduringboth distinctive and enduring Both are built over a period of timeBoth are built over a period of time

Refers to the outcome of all consumer’s Refers to the outcome of all consumer’s experiences with the brandexperiences with the brand

In other words, the brand’s personality is the In other words, the brand’s personality is the weighted average of previous impressionsweighted average of previous impressions

In consumer’s mind, these impressions merge In consumer’s mind, these impressions merge to form an overall concept of what to expect to form an overall concept of what to expect from brandfrom brand

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More about it…More about it…

Brand Personality is eagerly searched Brand Personality is eagerly searched by brand strategists and researchersby brand strategists and researchers

Differences in responses by different Differences in responses by different consumers provide useful insightsconsumers provide useful insights

For example, users of a product will For example, users of a product will perceive a brand different from non-perceive a brand different from non-usersusers

Page 6: 5 Brand Personality

In essence…In essence…

‘‘Personality traits are whatPersonality traits are what

the brand will live and die for’the brand will live and die for’

Page 7: 5 Brand Personality

Examples…Examples…

AxeAxe Seduction, masculinity, inviduality, Seduction, masculinity, inviduality,

unconventionalityunconventionality

MarlboroMarlboro Masculinity, freedom, adventureMasculinity, freedom, adventure

Levi’sLevi’s Rebellion, sensuality, being coolRebellion, sensuality, being cool

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Example: Example: SpinzSpinz

YoungYoung

ModernModern

ActiveActive

OutdoorOutdoor

CheerfulCheerful

FriendlyFriendly

‘‘Life of the Party’Life of the Party’

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Why use brand Why use brand personality?personality?

Enriches understandingEnriches understanding Helps gain an in-depth understanding of Helps gain an in-depth understanding of

consumer perceptions of and attitudes consumer perceptions of and attitudes towards the brandtowards the brand

Can provide more insight than is gained Can provide more insight than is gained by asking about attribute perceptionsby asking about attribute perceptions

For ex., For ex., Microsoft, IBMMicrosoft, IBM etc., etc.,

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Why use brand Why use brand personality?personality?

Contributes to a differentiating identityContributes to a differentiating identity Can differentiate brands especially where Can differentiate brands especially where

brands are similar in product attributesbrands are similar in product attributes

In fact, it can define not only the brand In fact, it can define not only the brand but the product class context and but the product class context and experienceexperience

MercedesMercedes Vs Vs BMWBMW; ; Clinic PlusClinic Plus Vs Vs PantenePantene

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Why use brand Why use brand personality?personality?

Guides the communication effortGuides the communication effort Communicates the brand identity Communicates the brand identity

with richness and texturewith richness and texture

If the brand is specified only in terms If the brand is specified only in terms of attribute associations, little of attribute associations, little meaningful guidance is providedmeaningful guidance is provided Is Is NikeNike shoes or sports, performance and shoes or sports, performance and

attitude?attitude?

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Why use brand Why use brand personality?personality?

Creates brand equityCreates brand equity Builds long-term brand equityBuilds long-term brand equity

Differentiates the brand and makes Differentiates the brand and makes it distinct from other competitive it distinct from other competitive offeringsofferings

Serves as a powerful relationship Serves as a powerful relationship devicedevice

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How to create brand How to create brand personality?personality?

Personality of a person is affected by Personality of a person is affected by everything associated with him – everything associated with him – friends, neighbourhood, activities, friends, neighbourhood, activities, clothes etc.,clothes etc.,

So too is a brand personalitySo too is a brand personality

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Product-related Product-related characteristicscharacteristics

Product-related characteristics can be Product-related characteristics can be primary drivers of a brand personalityprimary drivers of a brand personality Even the product class can affect personalityEven the product class can affect personality

Banks, Insurance etc., tend to be Banks, Insurance etc., tend to be Competent, Serious, Masculine, Older and Competent, Serious, Masculine, Older and Upper-classUpper-class

Athletic shoes tend to be Young, Lively, Athletic shoes tend to be Young, Lively, Rugged, Outdoorsy, Adventurous etc.,Rugged, Outdoorsy, Adventurous etc.,

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Product-related Product-related characteristicscharacteristics

Product attributes can often affect Product attributes can often affect brand personalitybrand personality

A ‘light’ beer would largely be classy, A ‘light’ beer would largely be classy, sophisticated etc.,sophisticated etc.,

A high-priced brand will be A high-priced brand will be considered wealthy, stylish and considered wealthy, stylish and perhaps snobbish!perhaps snobbish!

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SponsorshipsSponsorships

Activities such as events sponsored by Activities such as events sponsored by the brand will influence its personalitythe brand will influence its personality

Pond’sPond’s sponsoring sponsoring Femina’sFemina’s ‘Miss ‘Miss India’ contestIndia’ contest

BudweiserBudweiser sponsoring the blimp in sponsoring the blimp in American sporting eventsAmerican sporting events

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AgeAge

How long a brand has been on the How long a brand has been on the market can affect its personalitymarket can affect its personality

New entrants like New entrants like AppleApple, , OutlookOutlook etc., tend to have younger brand etc., tend to have younger brand personalities than personalities than IBMIBM, , India TodayIndia Today etc.,etc.,

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SymbolSymbol

A symbol can be a powerful influence A symbol can be a powerful influence on brand personality since it can be on brand personality since it can be controlled and can have extremely controlled and can have extremely strong associationsstrong associations

Some examples…Some examples… Apple’sApple’s bitten apple bitten apple Nike’sNike’s swoosh swoosh MetLife’sMetLife’s PeanutsPeanuts character character

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How it creates brand How it creates brand equity?equity?

The ways brand personality can create The ways brand personality can create brand equity are summarized by 3 models:brand equity are summarized by 3 models:

1.1. The Self-Expression ModelThe Self-Expression Model

2.2. The Relationship Basis ModelThe Relationship Basis Model

3.3. The Functional Benefit Representation The Functional Benefit Representation ModelModel

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The self-expression The self-expression modelmodel

The basic premise is that for some customers, The basic premise is that for some customers, some brands become vehicles to express a some brands become vehicles to express a part of their self-identitypart of their self-identity

This self-identity can be their actual identity This self-identity can be their actual identity or an ideal self to which they might aspireor an ideal self to which they might aspire

AppleApple is perceived as friendly, unpretentious, is perceived as friendly, unpretentious, irreverent and willing to go against the grainirreverent and willing to go against the grain This is because This is because MacMac is easy-to-use; also due to its is easy-to-use; also due to its

symbol, advertising, user groups etc.,symbol, advertising, user groups etc., The use of The use of AppleApple expresses a personal identity of expresses a personal identity of

being non-corporate and creativebeing non-corporate and creative

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How brand helps express How brand helps express personality?personality?

Feelings engendered by brand personalityFeelings engendered by brand personality There can be a set of feelings and emotions There can be a set of feelings and emotions

attached to a brand personality, just as attached to a brand personality, just as there are to a personthere are to a person The use of such brands can cause feelings and emotions to The use of such brands can cause feelings and emotions to

emergeemerge

Feelings, when using a Feelings, when using a Harley-DavidsonHarley-Davidson or or AppleApple would not emerge when using would not emerge when using a a HondaHonda or or CompaqCompaq

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How brand helps express How brand helps express personality?personality?

The brand as a badgeThe brand as a badge A brand could serve as a consumer’s A brand could serve as a consumer’s

personal statementpersonal statement

Cars, cosmetics, apparels, liquour lend Cars, cosmetics, apparels, liquour lend themselves to personality expression themselves to personality expression because their use occurs in a social because their use occurs in a social context with relatively high context with relatively high involvementinvolvement

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How brand helps express How brand helps express personality?personality?

The brand becomes part of the selfThe brand becomes part of the self The ultimate personality expression occurs The ultimate personality expression occurs

when a brand becomes an extension or an when a brand becomes an extension or an integral part of selfintegral part of self

The executive who wears The executive who wears Allen SollyAllen Solly on a on a Friday feels semi-casual and waiting to Friday feels semi-casual and waiting to welcoming the weekend!welcoming the weekend!

The potential to create this oneness with The potential to create this oneness with some people can represent a significant some people can represent a significant opportunity for a brandopportunity for a brand

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The Relationship Basis The Relationship Basis ModelModel

Some people may never aspire to have a Some people may never aspire to have a certain personality trait but would like to have certain personality trait but would like to have a relationship with one who has thata relationship with one who has that

A trustworthy, dependable, conservative A trustworthy, dependable, conservative personality might be seen boring but sought personality might be seen boring but sought nevertheless, from banks or financial productsnevertheless, from banks or financial products

The concept of a relationship between a brand The concept of a relationship between a brand and a person provides a different perspective and a person provides a different perspective on how brand personality might workon how brand personality might work

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Functional Benefit Functional Benefit Representation ModelRepresentation Model

The previous two models provide The previous two models provide contexts in which brand personality contexts in which brand personality can be the basis for a brand strategy can be the basis for a brand strategy and a link to the customerand a link to the customer

A brand personality can also play a A brand personality can also play a more indirect role by being a vehicle more indirect role by being a vehicle for representing and cueing functional for representing and cueing functional benefits and brand attributesbenefits and brand attributes

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Functional Benefit Functional Benefit Representation ModelRepresentation Model

Marlboro’sMarlboro’s personality of a macho, personality of a macho, freedom-loving, adventurous person freedom-loving, adventurous person suggests that the product is strongsuggests that the product is strong

Harley Davidson’sHarley Davidson’s personality of a personality of a rugged, macho, I-am-different-kind rugged, macho, I-am-different-kind suggests that the product is a suggests that the product is a powerful, liberating vehicle powerful, liberating vehicle

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Functional benefit Functional benefit representation modelrepresentation model

When a visual symbol or image exists When a visual symbol or image exists that can create and cue personality…that can create and cue personality… ……the ability of the personality to reinforce the ability of the personality to reinforce

brand attributes will be greaterbrand attributes will be greater

The The EnergizerEnergizer rabbit is an upbeat, rabbit is an upbeat, indefatigable personality who never runs indefatigable personality who never runs out of energyout of energy Just as the battery it symbolizes runs longer Just as the battery it symbolizes runs longer

than othersthan others

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Functional Benefit Functional Benefit Representation ModelRepresentation Model

A brand personality that represents a A brand personality that represents a functional benefit or attribute may be functional benefit or attribute may be relatively ineffective if it lacks a visual relatively ineffective if it lacks a visual image established in the customer’s image established in the customer’s mindmind

A country or region of origin can add A country or region of origin can add credibility to an identitycredibility to an identity It can generate a strong personality that It can generate a strong personality that

provides a quality cue and a key point of provides a quality cue and a key point of differentiationdifferentiation

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To sum up…To sum up… A brand personality can help a brand in A brand personality can help a brand in

several ways:several ways: It can provide a vehicle for customers to It can provide a vehicle for customers to

express their own identityexpress their own identity A brand personality metaphor helps suggests A brand personality metaphor helps suggests

the kind of relationship that customer has with the kind of relationship that customer has with brandbrand

Brand personalities serve to represent and cue Brand personalities serve to represent and cue functional benefits and product attributes wellfunctional benefits and product attributes well

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Importantly, brand personality is Importantly, brand personality is often a sustainable point of often a sustainable point of

differentiation…differentiation…

…sustainable because it is very …sustainable because it is very difficultdifficult

to copy a personality!to copy a personality!