brand personality 1
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Group membersM.Shahid Khan 09-NTU-1218
Abdullah Firdous 09-NTU-1203
M.Shahbaz 09-NTU-1217
Hassan Mazahir 09-NTU-1197
Azam Ali 09-NTU-1193
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Brand Personality
A. Kwanta Panthongprasert
Albert Laurence School of Communication Arts
Department of Advertising
2010
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BRAND
Refers to symbols such as name,
logo, slogan, design etc.
Customer experience represented
by collection of images & ideas.
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Brand Personality
Lets take a look at some competitors in the
coffee industry
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Different?
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Occupation?
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V
S
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Some examples
Marlboro is masculine while VirginiaSlims is feminine
IBMis older whileApple is younger
Coke is conforming whilePepsi isirreverent
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Examples
AxeAxe
Seduction, masculinity,Seduction, masculinity, invidualityinviduality
MarlboroMarlboro
Masculinity, freedom, adventureMasculinity, freedom, adventure
LevisLevis
Quality, sensuality, being coolQuality, sensuality, being cool
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Environmental Design
Hot color communicates anaggressive, passionate
personality
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POWERBUILDING
Plays role in introduction & growth of new
brands to create noticeable differentiation
Young, trendy, stylish
Provide better &
different shopping
experience
compelling prices &
clean-attractive stores
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Why use brand personality?
Creates brand equityCreates brand equity
Builds long-term brand equity
Differentiates the brand and makes it distinct
from other competitive offerings
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5 Dimensions ofBrand Personality
1.Sincerity (down-to-earth, honest,
wholesome, cheerful)
2.Excitement (daring, spirited)3.Competence (reliable, intelligent,
successful)
4.Sophistication (upper class, charming)5.Ruggedness (outdoorsy, tough)
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5 Dimensions ofBrand Personality
SincerityLoyalty with brand is represent to the sincerity
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5 Dimensions ofBrand Personality
How much you get excited ?
Your openion about the brand after
using it.
Excitement
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5 Dimensions ofBrand Personality
Who are the competetors of your brand cureCompetence
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5 Dimensions ofBrand Personality
glamorous, good looking
Charming
Sophistication
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5 Dimensions ofBrand Personality
Ruggedness western Tough = tough, rugged
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MARKEETING COMUNICATIONS
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Direct tools
- Advertising
- Personal selling
Sponsorships
- Direct marketing
- Exhibitions
Marketing communication tools:
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MARKEETING COMMUNICATION
The process by which a
marketer develops and presents
stimuli to a defined targetaudience with the purpose of
eliciting a desired set of
responses.
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MARKEETING TOOLS
INDIRECTTOOLS
Public relations
Sponsorship
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Communication Strategy
Enhance the image of Pleasure as most preferred scooter for women.
Connect with the target group as a unique lifestyle and personality brand
To be present at almost every touch point with the communication targetgroup
To break the clutter and communicate the Brand message.
The Objective
The Goal
The Task
The Challenge
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MEDIA STRATEGY
Print media
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T.V AND RADIO
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INTERNET
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Hypothesis
Brand equity
Brand identity is aunique set of brand
associations that the
brand strategistaspires to create or
maintain
Identity Image
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Strategies
Only dominant brand personality
dimensions significantly affect brand
equity
Perceived marketing communications
significantly effect brand equity
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METHODOLOGY
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METHODOLOGY
DATA COLLECTIONS
Advertisment
Consumer Survey
Online Questionairre
Competitors Brands Analysis
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Analysis
2Major dimensions
Positive
Negative
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Results
Analysis shows 4 dimensions
Social value
Brand knowledge
Brand loyalty
Perceived Quality
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