ERSONALITY

Wayne Rooney
A BRAND IS A
PERSON’S GUT
FEELING ABOUT A
PRODUCT,
SERVICE, OR
ORGANIZATION
THIS IMPLIES THAT BRAND IS BY INDIVIDUALS, AND NOT
BY COMPANIES, MARKETS, OR PUBLICS
Brand Personality

A Common Thread

that links a brand to an individual(target audience)

-ankur chandel 2098 B.C.
HOW BRAND PERSONALITY
IS DIFFERENT FROM BRAND
IDENTITY..??
Identity as a term refers to background and facts in most languages. Your identity is about
characteristics you share with others, like the country and culture you come from, your
race, your religion, and facts, like the place where you live.
In communication it mostly refers to your true inner self - as a company or a brand.

“…having an identity means being who you are, following your own, determined, but
individual path”. Be who you are. This is the paradigm of identity.
The concept of brand personality combines inside-out and outside-in; identity and image.
A personality has it’s roots in the identity but is strongly externally focused. It is not ‘be
who your are’. Personality is: Become who you should be…”

We use brand personality to bring brand strategy to life. Don’t forget, consumers demand
a brand of flesh and blood. The consumer will treat your brand like you treat the
consumer. If your brand has no personality and no warmth, the consumer will treat it
likewise: zero loyalty, high price sensitivity.
WHAT IS BRAND PERSONALITY
BRAND PERSONALITY IS A SET OF HUMAN CHARACTERISTICS
ASSOCIATED WITH A BRAND

PERSONALITY IS HOW THE BRAND BEHAVES

& INCLUDES - GENDER, AGE, SOCIO-ECONOMIC CLASS,

PSYCHOGRAPHIC, EMOTIONAL CHARACTERISTICS
Brand Personality,
like human personality, is both

distinctive and enduring

- Both are built over a period of time

REFERS TO THE OUTCOME OF ALL THE CONSUMER’S EXPERIENCES WITH THE BRAND.
PERSONALITY IS THE CONCEPT TO GIVE

life
‘IDENTITY AND IMAGE’
TO A BRAND, TO MANAGE

TO CREATE likeability
Brands : Personality
Thumbs up : Bravery / daring
Amul : Humour
MTV : Wacky
Indiakings : Sophistication (upper class)
Woodlands : Ruggedness & outdoorsy
Mahindra Scorpio : Ruggedness
Marlboro : Ruggedness
Ruff & Tuff : Bravery
Sona chandi Chavanprash : Bravery
Britania little hearts : Love & Affection
Moods : Sensitivity
Liril : Freshness & Lime
Lux : Beauty, softness
Dove : Softness
Bisleri : Safety
Bajaj Pulsar : Power
Yamaha : Power
Titan : Style, elegance
Cinthol : Freshness
Mysore Sandal : Traditional
Medimix : Traditional
Brand personality enables to establish relationship between brand &
consumer with emotional content. The degree of proximity between brand
and consumer personality, will influence the purchase intension and brand
loyalty. Brands need to update personality to stay contemporary and
relevant, as target audience personality may change over a period of time,
due to changes in cultural, economic, media exposure etc. Brand
personality should not be confused with target audience characteristics.
 Endorser Attributes
Amitabh Bacchan - Resilient, professional, charismatic unassuming
Sharukh Khan - Youth Icon. Stylish, successful
Sachin - Excellence, determination, faith, hard work
Rahul Dravid - Mr. Dependable , Reliable, Consistency
Virender Sehawag - Swashbuckling
M.S. Dhoni - Sheer power play

Nokia – Powerful technology brand

'Nokia' one the world's most valuable brand
has distinct personality. The slogans.' We call
this human technology', 'only Nokia human
technology enables you to get more out of
life' and 'connecting people'
emphasize human side of technology,
thereby resulting in brand personality of
trusted friend. It also stands for reliability and
quality.
The Brand Personality Dimensions of Jennifer Aaker is a framework to describe and measure
the ‘personality’ of a brand in 5 core dimensions.

BRNAD PERSONALITY

SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS

DOWN TO EARTH DARING SUCCESSFUL CHARMING TOUGH

CHEERFUL UP-TO-DATE INTELLIGENT UPPER CLASS OUTDOORSY

HONEST SPIRITED RELIABLE

WHOLESOME IMAGINATIVE
BRAND INDIA
 BRAND DUBAI 2003

1990

Man-made Palm Island Tallest bldg in world Tallest hotel in world

VODAFONE ….PERSONALITY OF A DOG ….
FAITHFULL…ALWAYS FOLLOWING
….EVERYWHERE

AND THAT’S WHAT CUSTOMER WANTS

THERE NETWORK TO BE LIKE 
 CONNECTING PERSONALITIES

UTV BINDASS CHANNEL,

THAT TARGETS ITSELF AT
THE YOUTH, HAS
LAUNCHED A NEW
CAMPAIGN. TITLED 'WHAT I
AM', THE INITIATIVE AIMS
TO SPEAK ABOUT THE
YOUTH, WHO ARE USUALLY
PORTRAYED AS
IRRESPONSIBLE, CARELESS,
UNFOCUSED, IMMATURE
INDIVIDUALS, AS PEOPLE
WHO ARE RESPONSIBLE,
MORALLY SOUND, HARD-
WORKING, COOL AND
FOCUSED ABOUT LIFE AND
THEIR CAREER.

SAID HEATHER GUPTA, CHANNEL HEAD, UTV BINDASS, "BINDASS THE BRAND HAS ITS OWN UNIQUE ATTITUDE –
“PERSONALITY”; IT IS TARGETED AT THE YOUTH. HOWEVER, IT HAS ALWAYS BEEN THE CASE THAT THE YOUTH, OUR
TARGET, HAS BEEN MISUNDERSTOOD. THE CAMPAIGN WE HAVE UNVEILED VOICES THE YOUTH'S THOUGHTS.

IT SAYS "DON'T JUDGE ME. I AM AS I AM, TAKE IT OR LEAVE IT.“

 Powered BY:
Jyotsna Varun (v.jyotsna@yahoo.com)
Ankur Chandel (ankurchandel@ymail.com)
MBA (08-10), BCIPS
GGSIP Univ.