brand personality
DESCRIPTION
TRANSCRIPT
Br nd !
Br nd IdentityIt represents how an organization wants to be perceived in the market
Brand identity is the noticeable elements of a brand (for instance -
Trademark colour, logo, name, symbol) that identify and differentiates a brand in target audience mind
This signifies :
Thinking ,feeling & expectation of target marketA brand identity is a set of associations that a company tries to create or maintain. These associations should reflect the values and strategy of the company. It should differentiate the company from competitors.
It should reflect the durable qualities of a brand
Br nd ImageSignifies what the brand presently stands for
Consumer’s perception about the productThis signifies :
Character Impression
Mission Vision Brand image is the current view of the customers about a brand. An overall impression in consumers’ mind that is formed from all sources.
When the consumers purchase the product, they are also purchasing it’s image. Brand image is the objective and mental feedback of the consumers when they purchase a product. Positive brand image enhances the goodwill and brand value of an organization.
High End Exclusive
Luxurious Classic Elite
Rich Sophisticated Elegant
Affordable contemporary
Street smart fast
Chic Young Diffusion
Br nd PersonalityBrand personality is the way a brand speaks and behaves
An INTANGIBLE human characteristic associationThis signifies :
Brand Behavior Expression
Personification TraitsBrand personality sets the brand attitude. It is a key input into the look and feel of any communication of that brand.
Indicates the kind of relationship a customer has with the brand
Dove as honest, feminist and optimist
Axe is masculine, seductive and unconventional
Apple is uncomplicated, sleek, simple and neat
Br nd ImageIdentityPersonality
Do not mix… All three are different…
Brand Identity : How the strategist want the BRAND to be perceived.
Brand Image : How the BRAND is now perceived by target market.
Brand Personality : What actually the BRAND is.
Br nd Personality
Celebrity Endorsements
Celebrity acts as a spokesperson authenticating brand’s claim my extending his/her personality to the brand.
Br nd Personality
PollMost favourite sports brand… and why?
-Reebok-Adidas-Nike-Puma-Fila-Lotto -Etc
Brand Personality : CASE
Personality – ???
Nike - launched in 60s
Reasons: ?
?????
Personality – high performance, achiever, winner, masculine
Nike - launched in 60s
Reasons: Cold war era
USA in the race to become super-power Every American wanted to become Superman
Personality – high performance, achiever, winner, masculine
Associated with aggressive sports and sportsmen to define personality: Basketball – Michael JordanRunning – Michel Johnson
Sponsered NBA
1980s – Entry in Europe
Brand personality percieved as ‘AGGRESSIVE & ARROGANT’ Europeans are more traditional, relaxed, fun, no race to become super-power
1990s – Started to subtly change brand image and personality
TODAY: Soccer and Golf have taken over Basketball and Running
Overall sports brand – sponsors Olympics and International sporting eventsAdded ‘responsible’ to its personality by starting major CSR activities
Became ‘fashionable for strong women’ to target women TG Maria Sharapova & Serena Williams as brand ambassadors
INDIA Official sponsor of Indian Cricket Team kit
Risk taking ‘Bleed Blue’ campaign in Cricket World Cup – 2011Involved in other sports apart from cricket
Baichung Bhutia as brand ambassador
