Brand Personality & Brand Personality & ConsumersConsumers

by Pat Bolger9964746

What is Brand What is Brand Personality?Personality?

• A set of human characteristics that are attributed to a brand name.

• Something a consumer can relate to.• How the brand behaves.• It’s target gender, age, socio-

economic class, psychographic, emotional characteristics.

MasculineMasculine

FeminineFeminine

Higher Socio-EconomicHigher Socio-Economic

Lower Socio-EconomicLower Socio-Economic

Brand Personality is…Brand Personality is…

• like human personality, both distinctive and enduring.

• built over a period of time.

• the outcome of all the consumers experiences with the particular brand.

V

Dimensions of Brand PersonalityDimensions of Brand Personality

Sincerity

• Huggies diapers brand personality is happy, cheerful & genuine.

ExcitementExcitement

• Red Bull’s personality is one of excitement, adventure and thrill seeking.

Competence

• RACV’s brand personality is that of a dependable, reliable and competent service that can always be called upon when needed. This is outlined by their slogan “RACV – we’re there for you”.

Sophistication

• Moet & Chandon Champagnes have a sophisticated brand personality. They are associated with fine dinning and luxurious living.

Ruggedness

• Victoria Bitter has a rugged brand personality, that of a hard working tradesman or someone who works with their hands. Many consumers can relate to this and would look favourably upon VB as a beer of choice.

ConsumersConsumers• Consumers react to brand personalities that

reflect their own. If a person can relate to the brand they will find it more comforting and appealing.

Brand Personality can be shaped Brand Personality can be shaped by…by…

Brand Ambassadors

Sponsorship

Brand Personality can evoke certain Brand Personality can evoke certain feelingsfeelings

There can be different feelings associated with different brands in the same way that there is with different people. Well formed brand personality can utilise this and build upon it to shape consumers thoughts of the company or brand as a whole, just as Nike has done with its extensive advertising campaigns.

Brand StatementBrand Statement

• A consumer may wear a brand’s logo as a statement. A pair of Adidas shoes may say “I’m an athlete” while Gucci bag may say “I’m upper class.”

• A consumer will look for a brand that has created an image that they would like for themselves.

The next time you see a television commercial, see if you can pick up on the

personality that the brand is trying to convey to it’s consumers.