brand personality
TRANSCRIPT
Brand Personality
Dominique Braxton, Nathan Hungate, Darren Markle, Chris Navan, Tony Sherman
What if your brand is Human?
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:
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
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
How to build brand personality
Brand Advocates
WEIGHT WATCHERS “BELIEVE”
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!!
A PERSONALITY INCLUDES:
Relationship Forming:
-Slide seem too bland? like it doesn’t fit the profile of our project? See how personalities affect our expectations!!! Cool huh
Like the battery, the ENERGIZER
BUNNY symbolizes LONG- LASTING
+•Brand personality is BOTH :
Distinctive• BUILT and DEVELOPED over time
¿¿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?...