brand-personality-1231961918506713-1
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brand-personalityTRANSCRIPT
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Brand PersonalityBrand Personality
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What is brand personality?What is brand personality?
• Brand Personality is a set of human characteristics associated with a brand
• Personality is how the brand behaves
• Gender, age, socio-economic class, psychographic, emotional characteristics
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Some examples…Some examples…
• Marlboro is ‘masculine’ while Virginia Slims is ‘feminine’
• IBM is ‘older’ while Apple is ‘younger’
• India Today is ‘old-fashioned’ while Outlook is ‘trendier’
• Coke is ‘conforming’ while Pepsi is ‘irreverent’
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About brand personalityAbout brand personality
• Brand Personality, like human personality, is both distinctive and enduring– Both are built over a period of time
• Refers to the outcome of all the consumer’s experiences with the brand
• In other words, the brand’s personality is the weighted average of previous impressions
• In consumer’s mind, these impressions merge to form an overall concept of what to expect from brand
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More about it…More about it…
• Brand Personality is eagerly searched by brand strategists and researchers
• Differences in responses by different consumers provide useful insights
• For example, users of a product will perceive a brand different from non-users
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In essence…In essence…
‘Personality traits are what
the brand will live and die for’
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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
Young
Modern
Active
Outdoor
Cheerful
Friendly
‘‘Life of the Party’Life of the Party’
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Why use brand personality?Why use brand personality?
Enriches understandingEnriches understanding• Helps gain an in-depth understanding of
consumer perceptions of and attitudes towards the brand
• Can provide more insight than is gained by asking about attribute perceptions
• For ex., Microsoft, IBM etc.,
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Why use brand personality?Why use brand personality?
Contributes to a differentiating identityContributes to a differentiating identity• Can differentiate brands especially where
brands are similar in product attributes
• In fact, it can define not only the brand but the product class context and experience
• Mercedes Vs BMW; Clinic Plus Vs Pantene
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Why use brand personality?Why use brand personality?
Guides the communication effortGuides the communication effort
• Communicates the brand identity with richness and texture
• If the brand is specified only in terms of attribute associations, very little meaningful guidance is provided– Is Nike shoes or sports, performance and
attitude?
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Why use brand personality?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
• Serves as a powerful relationship device
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How to create brand personality?How to create brand personality?
• Personality of a person is affected by everything associated with him – friends, neighbourhood, activities, clothes etc.,
• So too is a brand personality
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Product-related characteristicsProduct-related characteristics
• Product-related characteristics can be primary drivers of a brand personality– Even the product class can affect personality
• Banks, Insurance etc., tend to be Competent, Serious, Masculine, Older and Upper-class
• Athletic shoes tend to be Young, Lively, Rugged, Outdoorsy, Adventurous etc.,
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Product-related characteristicsProduct-related characteristics
• Product attributes can often affect brand personality
• A ‘light’ beer would largely be classy, sophisticated etc.,
• A high-priced brand will be considered wealthy, stylish and perhaps snobbish!
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User imageryUser imagery
• Can be powerful driver of personality because user is already a person and so conceptualizing the personality is reduced
• User Imagery can be people who use the brand or those portrayed in advertising
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SponsorshipsSponsorships
• Activities such as events sponsored by the brand will influence its personality
• Pond’s sponsoring Femina’s ‘Miss India’ contest
• Budweiser sponsoring the blimp in American sporting events
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AgeAge
• How long a brand has been on the market can affect its personality
• New entrants like Apple, Outlook etc., tend to have younger brand personalities than IBM, India Today etc.,
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SymbolSymbol
• A symbol can be a powerful influence on brand personality since it can be controlled and can have extremely strong associations
• Some examples…– Apple’s bitten apple– Nike’s swoosh– MetLife’s Peanuts character
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How it creates brand equity?How it creates brand equity?
The ways brand personality can create brand equity are summarized by 3 models:
1. The Self-Expression Model
2. The Relationship Basis Model
3. The Functional Benefit Representation Model
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The self-expression modelThe self-expression model
• The basic premise is that for some customers, some brands become vehicles to express a part of their self-identity
• This self-identity can be their actual identity or an ideal self to which they might aspire
• Apple is perceived as friendly, unpretentious, irreverent and willing to go against the grain– This is because Mac is easy-to-use and also due to
its symbol, advertising, user groups etc.,– The use of Apple expresses a personal identity of
being non-corporate and creative
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How brand helps express personality?How brand helps express personality?
Feelings engendered by brand personalityFeelings engendered by brand personality
• There can be a set of feelings and emotions attached to a brand personality, just as there are to a person– The use of such brands can cause feelings and emotions to
emerge
• Feelings, when using a Harley-Davidson or Apple would not emerge when using a Honda or Compaq
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How brand helps express personality?How brand helps express personality?
The brand as a badgeThe brand as a badge
• A brand could serve as a consumer’s personal statement
• Cars, cosmetics, apparels lend themselves to personality expression because their use occurs in a social context with relatively high involvement
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How brand helps express personality?How brand helps express personality?
The brand becomes part of the selfThe brand becomes part of the self• The ultimate personality expression occurs when
a brand becomes an extension or an integral part of the self
• The executive who wears Allen Solly on a Friday feels semi-casual and waiting to welcoming the weekend!
• The potential to create this oneness with some people can represent a significant opportunity for a brand
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The relationship basis modelThe relationship basis model
• Some people may never aspire to have a certain personality trait but would like to have a relationship with one who has that
• A trustworthy, dependable, conservative personality might be seen boring but sought nevertheless, from banks or financial products
• The concept of a relationship between a brand and a person provides a different perspective on how brand personality might work
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The Relationship Basis ModelThe Relationship Basis Model
• To see how this model works, consider personality types of people with whom we have relationships and the nature of those relationships
• Spirited, young, up-to-date, outgoing– Pepsi– On a weekend evening, it might be enjoyable
to have a friend who has these personality features
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The Relationship Basis ModelThe Relationship Basis Model
• Two elements affect individual’s relationship with a brand
1. Relationship between the brand-as-person and the customer– Which is analogous to the relationship between two
people
2. The brand personality– The type of person the brand represents
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Functional benefit representation modelFunctional benefit representation model
• The previous two models provide contexts in which brand personality can be the basis for a brand strategy and a link to the customer
• A brand personality can also play a more indirect role by being a vehicle for representing and cueing functional benefits and brand attributes
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Functional benefit representation modelFunctional benefit representation model
• Marlboro’s personality of a macho, freedom-loving, adventurous person suggests that the product is strong
• Harley Davidson’s personality of a rugged, macho, I-am-different-kind suggests that the product is a powerful, liberating vehicle
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Functional benefit representation modelFunctional benefit representation model
• When a visual symbol or image exists that can create and cue personality…– …the ability of the personality to reinforce brand
attributes will be greater
• The Energizer rabbit is an upbeat, indefatigable personality who never runs out of energy– Just as the battery it symbolizes runs longer than
others
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Functional benefit representation modelFunctional benefit representation model
• A brand personality that represents a functional benefit or attribute may be relatively ineffective if it lacks a visual image established in the customer’s mind
• A country or region of origin can add credibility to an identity– It can generate a strong personality that
provides a quality cue and a key point of differentiation
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To sum up…To sum up…
• A brand personality can help a brand in several ways:– It can provide a vehicle for customers to express their
own identity– A brand personality metaphor helps suggests the kind
of relationship that customer has with brand– Brand personalities serve to represent and cue
functional benefits and product attributes well
• Importantly, brand personality is often a sustainable point of differentiation– Sustainable because it is very difficult to copy a
personality