Brand Personality

Muhammad Zavvar Bin Farooq&

Ibrahim Obaidullah

Brand Personality

DefiningTerm:Brand Personality

Brand Personality The style and attitude that a brand

conveys, much like a human personality.

Increasing Brand Engagement & Attachment.

Built over a period of time.

The outcome of all the consumer’s experiences with the brand.

In consumer’s mind, these impressions merge to form an overall concept of what to expect from brand

Factors Affecting Brand Personality

Gender Age Socio-economic class Psychographic Emotional characteristics

Brand Personality: Gender Differentiation

MASCULINE

Brand Personality: Gender Differentiation

FEMININE

YOUNGER

Brand Personality: Age DifferentiationBrand Personality: Age Differentiation

Brand Personality: Age Differentiation

OLDER

CONFORMING

Brand Personality: Emotional Differentiation

Brand Personality: Emotional Differentiation

IRREVERENT

TRENDIER

OLD FASHIONED

Brand Personality: Brand Personality: Socio-Socio-economiceconomic Differentiation Differentiation

How to create Brand Personality?

SPONSORSHIPS

SYMBOLS can be controlled and

can have extremely strong associations.

BRAND AMBASSADORS

Ray Ban

BRAND AMBASSADORS

Nike

HOW BRAND HELPS EXPRESS PERSONALITY?

Feelings 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.

HOW BRAND HELPS EXPRESS PERSONALITY?

The 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

Variables of Brand Personality

Sincerity

Down-To-Earth: Family Oriented, Blue color

Honest: Sincere, Caring, Ethical, Thoughtful

Cheerful: Sentimental, Friendly, Cheerful

Wholesome: Genuine, Classic, Ageless

Cont’d

Excitement

Daring: Trendy, Exciting

Spirited: Cool, Young, Lively, Adventurous, Outgoing

Imaginative: Unique, Surprising, Artistic, Fun

UP-To-Date: Independent, Contemporary, Innovative, Aggressive

Cont’d

Competence

Reliable: Hardworking, Secure, Efficient, Trustworthy, Careful

Intelligent: Technical, Corporate, Serious

Successful: Leader, Confident, Influential

Cont’d

Sophistication

Upper Class: Glamour, Good-Looking, Sophisticated, Pretentious

Charming: Feminine, Gentle, Smoothy

Cont’d

Ruggedness

Outdoorsy: Masculine, Western, Active, Athletic

Tough: Rugged, Strong, No-nonsense

Implementing the Brand Personality

Product category

Package or Feature

High Price

Brand Attributes

Color: Personality Association

Blue

Yellow

Red

Brown

Commands respect, authority

Caution ,temporary, warmth, novelty

Human exciting, hot, passionate, strong

Informal masculine nature

Color: Personality Association White

Black

Silver, Gold

Platinum

Goodness, purity, chastity cleanness,

Formal

Sophistication, power, authority mystery

Legal, wealthy, stately

Creating Brand Personality Through Advertisement

Coca Cola

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.

Cont’d

Importantly, brand personality is often a sustainable point of differentiation

Sustainable because it is very difficult to copy a personality.

Conclusion

When product differences are not perceived, the brand's personality becomes the major differentiator and often drives the emotional reason for purchase.