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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
“…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
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
BRNAD PERSONALITY
WHOLESOME IMAGINATIVE
BRAND INDIA
BRAND DUBAI 2003
1990
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.