Brand Personality

GROUP MEMBERS:NIKITA JAINNISHIT KUMARRAVISH VERMASALUJA TIRKEYSONALI MITTALVIJAY SIRESIYA

Brands under analysis

Mountain Dew

Amul

Flashback!!!!

• Introduced in 1940• The original formula was invented by

Tennessee beverage bottlers Barney and Ally Hartman

• First slogan “ya-hoo! Mountain dew. It'll tickle yore innards”

• A revised formula was created by Bill Bridgforth in 1958.

• Mountain Dew was originally Southern and/or Scots/Irish slang for moonshine (i.e., Homemade whiskey)

How Mountain Dew built its brand personality

Advertisement

Social media

Event sponsorshi

ps

Mountain Dew Ad

Print Ad

Mountain Dew Ad

Social Media

Events

never give up

courage

Fearless

Daring

Excitement

Masculine

Tough

When we think of Mountain Dew….

Mountain Dew

• Daring – showed extreme sports in the

commercials and promos

• Outdoorsy – commercials shot outside

• Tough – impression of being tough to participate

in extreme sports

• Masculine – due to the male dominance in

advertisements

As per the survey by University of Tennessee…..Personality Dimensions:

Respondents were shown a list of the five personality dimensions and asked to order the words from 1 to 5 (1 being the most and 5 being the least) that best describe Mountain Dew’s Brand.Ranking Personality

DimensionPlacement Percentage

1 Excitement 100%

2 Ruggedness 83.3%

3 Competence 66.7%

4 Sophistication 50%

5 Sincerity 50%

Results of the survey…..

• Excitement : collectively ranked as the most descriptive personality dimension of Mountain Dew. Respondents felt that the commercials, which mainly highlighted extreme sports, gave off an air of excitement. They felt that theses commercials served to excite the consumers about the drink by displaying high energy.

• Ruggedness: Respondents associated the word with manliness and others with extreme behaviour.

Competence : Many respondents had varying definitions of the word. Those that applied the word to the brand felt that the commercials were communicating that anyone who drank Mountain Dew could also try their hand at extreme sports.

Sophistication : Many respondents felt that the word didn’t describe Mountain Dew at all. No one thought that there was anything sophisticated about the commercials.

Sincerity: it was seen as the least descriptive personality dimension for Mountain Dew. The message conveyed in the commercials that Mountain Dew consumers could participate in the extreme sports shown came off as a lie.

Flashback!!!

• Founded in 1946• Indian dairy cooperative, based at

Anand, Gujarat• Brand managed by a cooperative body,

the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat.

• Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products

Official sponsor of Indian Olympic team 2012

Amul Sponsorships

When we think of Amul….

Purity

Made in IndiaTrust

Quality

Amul girl Credibility

Amul Brand Personality

• Evergreen- Amul still uses its same mascot (Amul girl) reflecting

that e brand never gets old.

• Genuine – advertisements are about the product attributes

• Cheerful – advertisements often happy and humorous

• Down to Earth – promos are never over the top or seem

impossible

• Integration – shows integration of rural and urban India.

Brand Personality helps :

1. In helping consumers express themselves and their identity

2. In establishing relationship with consumer

If established successfully, it is difficult to dislodge from the position.

Thank you!!!