brand personaity

+

BRAND IDENTITY TRAPS

Subject:

BRAND BUILDING

Faculty Name:

Vishal Desai

Deviprasad Goenka Management College of Media Studies (dgmcms.org.in)

Batch

(BMM class of 2015)

Year (TY)

India’s premier M-school


+Brand Personality

Making the brand come alive

It is the way in which brand speaks of what of kind of a person it

would be if it were a human

It can be defined as “the set of human characteristics associated with a

given brand”

It includes characteristics like : age, gender, socio-economic class,

warmth, concern, intelligence, honesty , reliability, etc


+Examples

Classic Menthol cigarrete tends to be feminine in comparison to the

masculine Marlboro

Samsung is considered young brand as compared to IBM

Apple is considered to be upper class

Guess is considered sophisticated as compared to Wrangler which is

considered rugged

Nike is considered athletic while Sketchers tends to be more

fashionable


+Advantages / Importance of brand personality

Helps create a self- expressive benefit that becomes a vehicle for consumer to express

his/her personality

Eg: Apple user might identify himself as casual, perfect, non-conventional

Mercedez Benz is an upscale admired person

Hallmark is a warm emotional person

Provides needed differentiation between brands

It can make the brand more interesting and memorable

It builds personal relationship with the consumer just like a human would

Helps in striking an immediate connect with the consumer

When purchase decision involves an emotional response, a likeable personality may

provide the necessary emotional link


+Values and characteristics of Brand

Personality

Just like humans brands have values, beliefs and other personality

characteristics

There are 200 words that describe personality characteristics

People tends to prefer brands that fit in with their self- concept or that

of people whom they admire

Some brand characteristics or values are dependability, honesty, trust

worthiness, reliability, friendliness, caring and fun loving


+Measuring brand personality Brand personality can be measured using the Brand Personality Scale

(BPS)

BPS was based on research of 1000 individuals, 60 well-known

brands and 114 personality traits

Five personality factors termed as the ‘The Big Five’ emerged under

which various traits can be classified – Sincerity, Competence,

Sophistication , Excitement and Ruggedness.

BPS study measured the degree of positive or negative attitude

towards each brand in comparison to other brands

Each of the Big Five Factors have been further divided into 15 facets.

Each facet is measured by a set of traits using 5 point scale i.e 1= not

at all descriptive and 5 = extremely descriptive


+Brand Personality Scale- The Big Five

Brand Personality

Sincerity

Down to earth

Honest

Wholesome

Cheerful

Excitement

Daring

Spirited

Imaginative

Up-to-Date

Competence

Reliable

Intelligent

Successful

Sophistication

Upper Class

Charming

Ruggedness

Outdoorsy

Tough


+Sincerity(SBI, Bata,Cadbury’s, Tropicana,Medimix)

Down to earth - Family oriented, small town , conventional, blue

collar.

Honest-Real , ethical, thoughtful , caring, pure

Wholesome- Original, genuine, ageless, classic, old-fashioned

Cheerful- Sentimental, friendly, warm ,happy

Banks, FMCG Goods, Travel Packages


+Excitement (Pepsi, Lakme,Sprite, Mountain Dew)

Daring – Trendy, exciting, off-beat, flashy, provocative

Spirited- Cool, young, lively, out going, adventurous

Imaginative- Unique, humorous, surprising, artistic, fun

Up-to date – Independent, contemporary, innovative, aggressive

Colas, two- wheelers,coffee & tea


+Competence(IBM, HCL,Infosys,Microsoft)

Reliable- Hardworking, secure, efficient, trustworthy, careful

Intelligent – Smart, technical, corporate, serious

Successful- Leader, confident, influencial, achiever

Consumer durables, technology companies, gadgets,


+Sophistication (Mercedes, L’Oreal, Louis Vuitton, Apple,Tanishq)

Upper Class: Glamorous , good looking, pretentious

Charming: Feminine, smooth, sexy, gentle

Automobiles, Jewellery, lifestyle brands


+Ruggedness (Wrangler, Reebok, Marlboro,Ceat Woodland, XUV 500)

Outdoorsy: Masculine, western, athletic and active

Tough: Strong, no-nonsense, undefeatable

SUVs, cigarretes ,shoes, tyres


+Factors affecting brand personality

Just as a person’s personality is affected by his/her family,

neighborhood, friends, up bringing ,clothes, manner of interaction

,etc, so too is a brand personality.

Factors, both related and unrelated to the product affect perceptions

of a brand personality


+Brand Personality Drivers/Characteristics

Product Related

Characteristics

Non-Product Related

Characteristics

Product Category User Imagery

Packaging Sponsorships

Price Symbol

Product Attributes Age

Ad-style

Country of Origin

Company Image

CEO

Celebrity Endorsements


+Brand Personality Drivers

Product Class/Category

Banks and Insurance companies generally have a sincere personality

Sports Wear brands have a spirited personality

Packaging

Fab India has a sincere personality due to its packaging of re- cycled paper

Price

Moser Baer DVDs and VCDs have a sincere personality

Product Attribute

Health based products have sincere personality or spirited personality



User Imagery

Based on either typical users or idealised users (Brand Ambassadors)

Eg: Dove- non-celebrity educated women ,

L’Oreal – Aishwarya Rai

Sponsorships

Activities such as events sponsored by the brand.

Eg: Nike is known as a competent athletic brand due to its

Association with sports



Age

How long a brand has been in the market

Eg: Apple, Samsung and Blackberry have a young personality where as

Nokia and Motorola have old- fashioned personality

Symbol

Eg: Air India’s Maharaja has a caring personality


+Brand Personality Drivers Ad- Style

Bingo, Centerfresh and Mentos have a Imaginative personality

Country of Origin

German cars have a sophisticated and competent personality.

Company Image

Vicco is known as an old- fashioned brand

CEO

Apple- Steve Jobs- Excitement (Perfection and Imaginative)

Microsoft – Bill Gates- Competence



Celebrity Endorsers

Binani Cement- Amitabh Bachhan- Honest

Ranbir Kapoor - Spirited, young, lively and cool

M S Dhoni- Competence, Sincerity and Spirited

Class Exercise (individual) . Name any brand and its personality


+Importance/Advantages of Brand

Personality

Enhancing Understanding :

Helps understand the relationship between brand and consumer.

Helps gain in-depth understanding about consumer perceptions and

attitude towards the brand

Contribution to Differentiation of Identity

Helps differentiate core and extended identity

Guiding the communication effort

Brand personality helps formulate communication and advertising

strategy, packaging strategy, promotional strategy, etc


+Creating Brand Equity through Brand

Personality

Creating Brand Equity through

Brand Personality

Self-Expression Model

Relationship Based Based Model

Functional Benefit Representation

Model


+Self Expression Model

Brands become vehicles to express part of self identity

Eg: Wearing Nike shoes express the aspiration of a person to be

spirited,determined,healthy and fit;though in real life they may not be

so.

a) Brands evoke feelings eg: Harley Davidson or Apple evoke feeling

of superiority

b) Brand is a badge which defines a person

c) Brand becomes part of self


+Relationship Basis Model

Brand as a friend

Brand as an advisor/guide

Brand as a partner for life


+Functional Benefit Representation

Royal Enfield’s personality also talks about the functional benefit of

being powerful and liberating

The Energiser rabbit which is indefatigable is a sign of functional

benefit of long lasting energy


+Brand Personality V/s User Imagery

User imagery signifies the User’s image and personality

Brand Personality signifies the brand’s personality

Brand personality can be dynamic where as User imagery is static

User Imagery is driven by actual users where as Brand Personality is

driven by actual and potential users


+Brand Behaviour v/s Personality Traits

Brand Behaviour/Action Personality Trait

Frequent changes in product form,

advertising , symbols,etc

Flighty , Schizophrenic

Frequent deals and coupons Cheap, Uncultured

Advertises frequently Outgoing , popular

Strong Customer Service, easy to use

package,etc

Approachable

Continuity of characters, packaging Familiar, comfortable

High price, exclusive distribution, advertises

advertises in upscale magazines

Snobbish, sophisticated

Friendly advertising, brand endorsers Friendly

Association with cultural events Culturally aware

brand personaity

Education

school indias premier

school indias premier

fashionable indias premier

descriptiveindias premier

fun loving indias premier

brand buildingfaculty

young brand

big fiveindias premier