bb- brand personality

8/8/2019 BB- Brand Personality

1/21

Brand Building:

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.


3/21

Anyone know who said this?

Do yo u kn ow anyOTHER brandname tatt oo edo n pe o ple?


4/21

It was

Do yo u kn ow anyOTHER brandname tatt oo edo n pe o ple?


5/21


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?


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


8/21

2. Meas u ring Brand Personality

Big Five ModelPersonality scale.Five m ain personality characteristics that can b eassociated with b rands.


9/21


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.


11/21

P ackaging

P r o duct Attributes

P rice


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


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.


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.


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


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.


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


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.


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.


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.


21/21

bb- brand personality

Documents