brand personality

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Brand Personality Dominique Braxton, Nathan Hungate, Darren Markle, Chris Navan, Tony Sherman What if your brand is Human?

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Page 1: Brand Personality

Brand Personality

Dominique Braxton, Nathan Hungate, Darren Markle, Chris Navan, Tony Sherman

What if your brand is Human?

Page 2: Brand Personality

A set of human characteristics associated with a brand

is the brand as a quasi-human entity as perceived by the customer. – Keller, 1998

™Gender

™ Age

™ socio-economic class

™ Psychographic

™ emotional characteristics

CHARACTERISTICS CAN INCLUDE:

Page 3: Brand Personality

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

Page 4: Brand Personality

DR VERS OF BRAND PERS NALITY

Product Characteristics:

Ex. Sports Equipment, Golf Clubs

Ex. Titanium, recycled material, Composite fiber

Ex. Tiger Woods, PGA Players, Amateurs

Page 5: Brand Personality
Page 6: Brand Personality

How to build brand personality

Brand Advocates

Page 7: Brand Personality

WEIGHT WATCHERS “BELIEVE”

Page 8: Brand Personality

How Brand Personality Works

•Brand as a Badge• A Personal statement of who the customer is.

•Self Brand Connection• The brand as an extension of the self

- NIKE FOR LIFE!!

Page 9: Brand Personality
Page 10: Brand Personality

A PERSONALITY INCLUDES:

Page 11: Brand Personality
Page 12: Brand Personality

Relationship Forming:

-Slide seem too bland? like it doesn’t fit the profile of our project? See how personalities affect our expectations!!! Cool huh

Page 13: Brand Personality

Like the battery, the ENERGIZER

BUNNY symbolizes LONG- LASTING

Page 14: Brand Personality

+•Brand personality is BOTH :

Distinctive• BUILT and DEVELOPED over time

Page 15: Brand Personality

¿¿SOOOO WHAT??

• Provides a vehicle for customers to EXPRESS THEIR OWN I.D.• It serves to REPRESENT & RELATE functional benefits/attributes

• Sustainable Point of Differentiation

Because a Personality is nearly impossible to copy.

BUTWHY?...