3 brand personality
TRANSCRIPT
Prof. Vikram Parekh on Brand Management ([email protected])
Apparel Brand Management
Brand Personality
Prof. Vikram Parekh on Brand Management ([email protected])
Brand Personality
What is Brand Personality
Scales of Brand Personality
why use Brand Personality
Prof. Vikram Parekh on Brand Management ([email protected])
Brand Personality
What is Brand Personality
Scales of Brand Personality
why use Brand Personality
Prof. Vikram Parekh on Brand Management ([email protected])
Brand Personality
A brand personality is defined as the set of human
characteristics associated with a given brand
It includes such characteristics as gender, age, and
socioeconomic class, as well as such classic human
personality traits as warmth, concern, and
sentimentality
Brand personality is the personification of Brand
Identity. Brand personality can be defined in simple
terms as, “what will happen if the brand becomes a
person?”
Prof. Vikram Parekh on Brand Management ([email protected])
Brand Personality - Example
Virginia Slims tends to be feminine in
comparison to the masculine
Marlboro
Apple is considered young while IBM
tends to be seen as older (in part because
it has been around longer)
Guess is considered sophisticated in
contrast to the rugged Wrangler.
Nike is considered athletic, while LA
Gear tends to be perceived as more
fashionable
Various brands like Amul, Tata and Lux
have used metaphors and
ambassadors for very powerful brand
personality. Strong brands have strong
personalities
Prof. Vikram Parekh on Brand Management ([email protected])
Brand Personality
What is Brand Personality
Scales of Brand Personality
why use Brand Personality
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
There are two issues in building brand personalities
The first is how to create the brand personality and the
second is how to measure it
With regard to the first, brand personalities are heavily
built by advertising, using advertising characters,
slogans, packaging, user imagery and other elements of
the marketing mix
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
How to create a Brand personality?
Brand personalities can be driven by product-
related or non-product related attributes
For product-related attributes, we see if a brand
is considered to be upper class and
sophisticated, the Brand personality is also
shown as sophisticated and upper class
Similarly, if a brand is trying to show itself as
weight conscious or weight controlling (Diet
Coke) its Brand personality would be slim, sleek
and athletic
An intelligent brand like insurance or a bank
would use a similar Brand personality and so
would a loyal brand like Vodafone
Prof. Vikram Parekh on Brand Management ([email protected])
How to Create Brand Personality
Product-related Characteristics
• Product Category (Bank)
• Package (Gateway Computers)
• Price (Tiffany)
• Attributes (Coors Light)
Non-Product-related Characteristics
• User Imagery (Levi’s 501)
• Sponsorships (Swatch)
• Symbol (Marlboro Country)
• Age (Kodak)
• Ad Style (Obsession)
• Country of Origin (Audi)
• Company Image (The Body Shop)
• CEO (Bill Gates of Microsoft)
• Celebrity Endorsers (Jell-O)
Brand Personality Drivers
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
For non product-related attributes, effect on brand
personality is through the following tools:
User Imagery: it can be powerful tool for brand
personality because the user is already a person and
thus the difficulty of conceptualizing a brand
personality reduced
Here the user imagery can be a person as a celebrity
using the product
Coke chooses Hrithik roshan and Aamir khan as their
endorsers while Pepsi has Shah rukh khan, Kareena,
etc as their brand ambassadors so that users get to
see their own reflection in their icons by using the
product
Surf, Ariel, etc. use common housewives as their
brand ambassadors while laptop companies who
executives using their brands
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
For non product-related attributes,
effect on brand personality is through
the following tools:
Sponsorships: the activities that
brand sponsors also products its
Brand personality
Sports brands or brands targeting
youth like Pepsi and Coke often
sponsor cricket tournaments
Bournvita sponsored quizzing
contests, Time of India sponsored the
Lead India Campaign
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
For non product-related attributes, effect on
brand personality is through the following
tools:
Symbol: it is also a part of the identity of a
brand; however, it can also be a powerful
influence on the personality of the brand
Pillsburry dough boy, Wipro’s blooming
glower, or HMV’s dog in front of a
gramaphone, Marlboro cowboy or
Bacardi’s Bat
Symbols change: Bajaj and Bank of Baroda
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
For non product-related
attributes, effect on brand
personality is through the
following tools:
Country of Origin: some
brands get added leverage
from claiming to be from a
country known for expertise in
that category
Sony often talks about its
Japanese engineering, Foster’s
claims itself to be an
Australian beer, Swiss watches
as Switzerland
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Measuring Brand Personality
The results of Aaker analysis revealed 5 major dimensions of brand
personality, each of which has two or more personality traits associated
with it
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Measuring Brand Personality
Brand personality is essentially the face a
company attaches to ties brand to convey
its Brand identity.
On a broad division the customers see
brand under the above elements and their
sub-elements (personality trait)
Nokie 1100 and Navratna oil would come
under the sincerity dimension (down to
earth, Honest, Wholesome & Cheerful”) for
their economic and down-to-earth profile
Peter England would be a reasonable shirt
in terms of quality and price. A cheerful and
wholesome face would be attached to
McDonalds mainly due to their mascot and
their economic price menu schemes
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Measuring Brand Personality
Mountain Dew would come under
excitement as it is promoted as a drink for
adventurers
Ferrari and Bently for their speed would
come under excitement dimension
Brands like Microsoft, Apple, IBM,
Reliance, Tata, Google, Nike – competence
would be the correct dimension for them
as they have been known for keeping to
with the times, reliability, newer
technologies and world-class engineering
Reid & Taylor, Loreal and BlackBerry can
be added to sophistication while Enfield
Bullet, Harley-Davidson and Marlboro
would add to ruggedness
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Measuring Brand Personality
However in Indian context, the
elements of Brand positioning are still
ill defined
So the personification is also segment-
specific like Maruti, uses “family” and
“affordability” as its visuality for
Maruti 800
In the FMCG category, the creation of
Brand personality is difficult
Lux has used beauty as a platform and
all leading actresses of Bollywood to
personify beauty
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Amul
The naughty, cheerful, friendly
moppet is famous in the country
and has been very successfully
used as a brand personality. The
brand is seen as reasonable and
socially responsible (Amul is
known for spoofing many things
in news items).
The creation of a girl as a
metaphor, who is very naughty
and full of fun, shows how a
socially acceptable metaphor (a
girl) can develop a positive brand
image
Prof. Vikram Parekh on Brand Management ([email protected])
Prof. Vikram Parekh on Brand Management ([email protected])
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Bajaj
Until recently the brand was projected with a patriotic face. Even the
“Hamara bajaj” jingle was patriotic.
It is only recently, after Bajaj’s repositioning that along with patriotism,
Bajaj has tried to project itself as competitive too, which is
decipherable form its slogan “Distinctly Ahead”
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Pepsi
The company makes some of the
costliest advertisements with
biggest celebs, with Shahrukh,
Sachin and Kareena as their
Brand ambassadors, definitely the
company identifies cool, youth
and sporty as its Brand
personality
On the same line, Thums Up sees
itself as a strong and bold brand
and hence has Akshay kumar,
Salman Khan and Bipasha Basu
endorsing the brand
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Tata Indica
From its slogan ‘More car per
car’ it tried to generate an
honest and reliable brand
personality
MRF
The tyre major has used
Sachin T as its ambassador to
delver its personality of high
performance
Its mascot show a
muscleman, which signifies
strength
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Maruti Versa
The car was projected as a
family car, so it expressed its
personality as spacious,
adjustable and comfortable.
Hence the brand choose Sr.
and Jr. Bhachchan to endorse
the brand
Vodafone
The brand claims to be loyal.
Its has made and excellent use
of the pug as its brand
personality, which follows you
wherever you go and also
through zoo zoos
Prof. Vikram Parekh on Brand Management ([email protected])
Scales of Brand Personality
Tag Heuer
It shows the biggest celebrities
like SRK, Priyanka, Anna
karnikova, Brad Pitt and Tiger
woods wearing their watches
Hence shows itself to be high
class, sophisticated and the
choice of the successful
Rajdhoot
The bike once used to be
endorsed by Dharmendra
promoting its ruggedness and
toughness
Prof. Vikram Parekh on Brand Management ([email protected])
Brand Personality
What is Brand Personality
Scales of Brand Personality
Why use Brand Personality
Prof. Vikram Parekh on Brand Management ([email protected])
why use Brand Personality
Enriching understanding of the consumer’s perception and
attitude towards the brand
An effective brand personality can help in providing a
differentiating brand identity
For guiding the communication effort, brand personality can
carry forward a communication or a brand identity more
effectively. A consumer gets the idea whether this brand suits
to perception before even buying
Brand personality also adds in creating brand equity
Prof. Vikram Parekh on Brand Management ([email protected])
R E C A P: Brand Personality
What is Brand Personality
Scales of Brand Personality
Why use Brand Personality