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Prof. Vikram Parekh on Brand Management ([email protected]) Apparel Brand Management Brand Personality

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Page 1: 3 Brand Personality

Prof. Vikram Parekh on Brand Management ([email protected])

Apparel Brand Management

Brand Personality

Page 2: 3 Brand Personality

Prof. Vikram Parekh on Brand Management ([email protected])

Brand Personality

What is Brand Personality

Scales of Brand Personality

why use Brand Personality

Page 3: 3 Brand Personality

Prof. Vikram Parekh on Brand Management ([email protected])

Brand Personality

What is Brand Personality

Scales of Brand Personality

why use Brand Personality

Page 4: 3 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?”

Page 5: 3 Brand Personality

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

Page 6: 3 Brand Personality

Prof. Vikram Parekh on Brand Management ([email protected])

Brand Personality

What is Brand Personality

Scales of Brand Personality

why use Brand Personality

Page 7: 3 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

Page 8: 3 Brand Personality

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

Page 9: 3 Brand Personality

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

Page 10: 3 Brand Personality

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

Page 11: 3 Brand Personality

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

Page 12: 3 Brand Personality

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

Page 13: 3 Brand Personality

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

Page 14: 3 Brand Personality

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

Page 15: 3 Brand Personality

Prof. Vikram Parekh on Brand Management ([email protected])

Scales of Brand Personality

Page 16: 3 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

Page 17: 3 Brand Personality

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

Page 18: 3 Brand Personality

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

Page 19: 3 Brand Personality

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

Page 20: 3 Brand Personality

Prof. Vikram Parekh on Brand Management ([email protected])

Page 21: 3 Brand Personality

Prof. Vikram Parekh on Brand Management ([email protected])

Page 22: 3 Brand Personality

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”

Page 23: 3 Brand Personality

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

Page 24: 3 Brand Personality

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

Page 25: 3 Brand Personality

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

Page 26: 3 Brand Personality

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

Page 27: 3 Brand Personality

Prof. Vikram Parekh on Brand Management ([email protected])

Brand Personality

What is Brand Personality

Scales of Brand Personality

Why use Brand Personality

Page 28: 3 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

Page 29: 3 Brand Personality

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