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Brand Personality

Brand personality is a set of human characteristics that are attributed to a brand name. A brand
personality is something to which the consumer can relate; an effective brand increases its brand equity
by having a consistent set of traits that a specific consumer segment enjoys.

The 5 Key Dimensions of Brand Personality


1. Brand Sincerity
2. Brand Excitement
3. Brand Competence
4. Brand Sophistication
5. Brand Ruggedness

1) Sincerity
Sincere brands are often more “down-to-earth”, they might be small-town originated, or family-
oriented, and are often very honest and real with their customers. Sincere brands can also be
sentimental, cheerful, and wholesome.

Brand 1 DOVE
Dove chooses sincerity as its brand personality, allowing the company to attract
feminine consumers. Luxury brands, such as Michael Kors and Chanel, lean towards
sophistication. Their brand personality focuses on an upper-class, glamorous and trendy
lifestyle, which attracts a high-spending consumer base. REI, the outdoor recreation
retail store, has a rugged brand personality; they focus on inspiring their audience (who
are typically outdoorsy, adventurous people) to be strong and resilient.

Brand 2 Lifebuoy
Lifebuoy is one oldest brand. Lifebuoy Royal Disinfectant Soap was launched in 1894 as an affordable
new product in the UK, to support people for better personal hygiene. Diarrhea is the
single largest cause of death, killing 2.2 million people every year. In Pakistan, a large
number of children are also affected by this fatal disease every year. It’s been
estimated that if everyone washed their hands properly at key times during the day,
up to half of all childhood deaths from diarrhea could be avoided. Health and Hygiene
education is one of Lifebuoy’s core plans. In addition to its range of bar soaps,
Lifebuoy now introduces its Superfast Hand wash with Active 4 that gives 99.9% Germ
Kill in just 10 seconds. Available in all 4 variants, Total, Nature, Care and Active fresh.
Lifebuoy soap has been proven in laboratories to provide 100% more effective germ protection than
ordinary soaps

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Brand 3 McDonalds
McDonalds believe that good customer service is the responsibility of everybody in
the company. Every employee has a part to play in providing with a service with best
practice found anywhere in the trade. McDonalds provide high quality products, such
as burgers, fries, drinks, muffins, etc. which are safe and reliable that it does what it is
supposed to do, but not only does the quality of the products matter, the good value
for money affects the business. E.g. buy one extra value meal and get one free with a
food voucher that represents the offer only. They ensure that a high standard of the
product is carried out at all times and they try to compete very competitively with
other fast food businesses with their good value for money. Also a customer would
know if the product is good value for money by checking in another food outlet like KFC for their
services and products. McDonalds also play a role especially into the goods being safe to use and being
very reliable with provided instructions.

2) Excitement
This includes brands that are daring and trendy, modern, spirited, or imaginative. “Exciting” brands are
often new, contemporary, and unique.

Brand 1 Lays
Lay's just released eight regionally inspired potato chip flavors. To celebrate the
launch, Lay's will embark on a Tastes of America tour where the company is
expected to pop up at hometown food festivals across the country. You can
purchase the flavors online before the release dates. However, most of them are
already sold out. We couldn't think of a better time of year to bring these flavors to
our fans because between barbeques, food festivals and outdoor fun, summertime
truly is the most flavorful time of year."

Brand 2 OLPHER’S Milk


The Eco lean package is convenient to use. It’s easy to grip, open, pouring and storing, along with the
microwave friendly Mini jug pack with an air handle and scissor free tear option. Eco lean offers
innovative packaging that stands out both in the store and the home environment. Delivers fresh milk to
its customer via using tetra pack, without sacrificing in health
measures. Tetra pack is basically six layers packing used to make the
package stable, yet light weight. The color also helped to enhance the
in-store visibility and presence for olper’s packaged milk, and the
brand was instantly disassociated from its competition. The red color
that has been chosen for the packaging of Olper's milk is quite eye-
catching and distinctive than the colors that have been used in Pakistan in the milking sector till now.
The brand Red color also worked to ensure it established an image of being healthy and natural product.
The unique red color became the soul of the olper’s brand identity across various media outlets. Olpers

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always tries to create customer intimacy that is it focuses on satisfying the customers unmet needs.
Olpers ads also show attributes of milk such as good for health. Olpers cream is positioned as good for a
specific use or application.

Brand 3 PHLUR
The department-store fragrance counter used to be a huge point of
sale for beauty and fashion brands alike. However, with a global
decline in department-store sales, the fragrance industry has suffered
setbacks and been forced to reevaluate how to attract consumers with
short attention spans. Enter: Phlur, an independent brand designed by
Eric Korman formerly of Ralph Lauren – that “reimagines” fragrance. Phlur’s business model offers the
ability for shoppers to pay $15 for a set of three 2ml bottles of fragrance and, if you like any of them
enough to buy a full-size bottle, the $15 you paid is applied towards that sale. The brand offers
something that the fragrance counter never could: a myriad of scent combinations and buying options.
Not only are Phlur’s prices affordable and its packaging unfussy yet alluring, but the scents are also
unisex, good for your skin, and environmentally friendly.

3) Competences
Brand personalities that focus on competence are reliable, hard-working, and secure. They often involve
a great deal of technical features and intelligence, and may link with thought-leaders, confident people,
success, and corporations.

Brand 1 NIKE
Nike’s core competencies exist in their effective marketing strategies
and their innovative product design. These two elements provide
much value and benefits to Nike’s consumers, are not easy for
competitions to imitate, and can be leveraged widely to most of their
products and markets. Although Nike does not manufacture any of its
own shoes. Nike’s marketing strategy is an important component of
the company’s success. Nike is located as a premium-brand, selling
well-designed and costly products. Nike lures clients with a marketing strategy centering on their brand
image: a distinctive logo and the advertising slogan “Just Do It”. Nike promotes its products by support
agreements with celebrity athletes, professional teams and college athletic teams, original
advertisements, and expert athlete endorsements. The company’s innovative and creative product
designs are what truly set Nike apart from their competitors. Nike has also created an online website
that is ideal for customization. The NIKE ID Web site provides a fun and easy way for users to customize
and buy footwear and athletic gear. The site transforms the visitor into a designer, allowing them to
apply their choice of designs, colors and materials to a broad range of shoes, bags, and equipment.

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Brand 2 IPhone
Apple designs products that make people feel good when they use them. The core competencies of
Apple were its innovative designs and technology based on software. The
latest batch of Apple products includes iPhones, iPods and iPod with more
innovative features and colors. The core competencies of Apple are robust. It
is very hard to imitate the Apple products and this gives it the edge over its
competitors. It has a closed proprietary system, which makes sure for Apple
that there is no evasion of its skills and its secret recipe. On the other side
Apple is very consistent in its product portfolio development. If any company
no matter how successful is, divert its business altogether or try to diversify
too much in product line than there are chances that it will lose its core
competency. Apple offers a complete range of its products to its customer. If
we take an example of Nokia, its user has to use android market to download music, where an iPhone
user doesn’t need to go anywhere apart from iTunes. Similarly in Nokia you have to create your own
backup where as in iPhone the I Cloud is there for the backup.

Brand 3 BMW
A Core Competency is a deep proficiency that enables a company to deliver unique value to customers.
It embodies an organization’s collective learning, particularly of how to
coordinate diverse production skills and integrate multiple technologies. Such
a Core Competency creates sustainable competitive advantage for a company
and helps it branch into a wide variety of related markets. The litmus test for a
Core Competency? It’s hard for competitors to copy or procure. The core
competencies of BMW’s leadership in the global market have been created
through its focus on penetrating the premium market segment and
internalizing customers’ emotional aspects into BMW automobiles. BMW uses
a differentiation competitive advantage; it set itself apart from the others
through innovative products. The company builds consistent theme through
the product line and through its marketing slogan. The differentiation competitive advantage enabled
BMW to pass Mercedes its biggest competitor in unit sales and dollar sales in the United States, which
was a very difficult task since Mercedes had held a significant lead.

4) Sophistication
Finally, sophisticated brands are frequently associated with the upper-class. They link with things like
beauty and femininity, and have a very charming voice. Some sophisticated brands are quite glamorous,
a Now that we’ve covered the basics of the Asker brand personality model, the best way to supplement
your education, is with a few brand personality examples. One thing you’ll notice is that “excitement” is
something that almost every brand tries to capture with its brand personalities “exclusive” too.

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Brand 1 Subway
TWO MEN who could have been making bread with dough instead of
making dough out of bread have been charged with hacking a gift card
computer system at Subway restaurants. The men have been charged in
Boston with remotely hacking into a computer at Subway sandwich
shops and using it to grant themselves big dollar value gift cards.
Abdollahi was the owner of some Subway sandwich shops for three
years, 2005 to 2008. After this he set up a firm called POS Doctor, POS
here standing for Point of Sale. POS Doctor then sold and installed POS
systems at Subway restaurants around the US. Allegedly, around 2011
the pair conspired to add some lovely green salad to their sandwich and
remotely hack the systems that they installed. This let them create $40,000 worth gift cards for free.
These were then either used by them to buy all manner of sandwiches or sold through places like eBay
and Craigslist. The charges contained in the indictment are merely accusations and the defendants are
presumed innocent unless and until proven guilty. We think it is safe to assume that they don't fancy a
sandwich.

Brand 2 GUCCI
Alessandro Michele’s new collection for Gucci evokes the Renaissance world,
full of new beginnings, when fashion became a sophisticated form of
communication. It conjures up historic details and layers them with a unique
contemporary interpretation, playing with symmetry and structure, to create a
collection imbued with strength and spirit. Elizabeth Currie, Associate Lecturer at
Central Saint Martin’s College of Art and Design and author of the newly
published ‘Fashion and Masculinity in Renaissance Florence’ uncovers the meanings behind Renaissance
fashion.

Brand 3 Rolex Watch


There’s no such thing as an afterthought at Rolex HQ. Each separate element that goes into any one of
their designs has a purpose; whether it’s to improve the aesthetics
or the functionality, everything has to earn its place. Rolex’s range of
bracelets is no different. The trinity of metal bands outfitted across
the various models in their catalog the Jubilee, the President and the
Oyster is themselves minor works of art and masterpieces of
engineering excellence. But while the metal bracelets are the most
recognizable, and rightly so, Rolex’s leather straps receive the same
obsessive level of scrutiny and perfection. Nowhere near as
abundant, the watches they are attached to are chosen with the utmost care to enhance the overall
look and feel. Substituting a watch’s metal bracelet for a leather strap gives you an entirely new watch,
in the same way that the appearance of a suit is completely altered by different styles of shirt and tie.
There’s just something a bit more business-like about a black leather strap.

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5) Ruggedness
Rugged brands are bolder, and more daring than their sincere counterparts. Though they may still be
honest with their customers, their focus is on outdoorsy elements, masculinity, and a sense of overall
toughness or strength.

Brand 1 Red bull


Energy drinks are supposed to do just what the name implies gives you
an extra burst of energy. As it turns out, most of that "energy" comes
from two main ingredients: sugar and caffeine. A typical energy drink
can contain up to 80 milligrams of caffeine (about the same amount as
a cup of coffee). By comparison, a 2006 study found that the average
12 ounce soda contains 18 to 48 mg of caffeine. Other than caffeine levels, how do energy drinks differ
from sodas and sports drinks? Soft drinks are mainly water, sugar and flavoring. They don't do anything
for your body; they're just supposed to taste good. Sports drinks are designed to replenish fluids lost
during activity. They typically contain water, electrolytes and sugar. Energy drinks have added caffeine
and other ingredients that their manufacturers say increase stamina and "boost" performance. They're
designed for students, athletes and anyone else who wants an extra energy kick.

Brand 2 L’Oreal
If you’ve admired Isabel Marant’s designs on the runway, but haven’t
been able to rock them in real life, now’s your chance. Marant, who’s
famous for her fashionable footwear (which happens to be beloved by
celebs), is branching out from fashion into beauty. The fashion designer
has collaborated with L’Oreal Paris to create a makeup collection
featuring on-the-go, Parisian products for today’s chic, independent woman. Sound like you? Then you’ll
want to get your hand on all of the collection’s products, which include lip colors, eye shadows, eyebrow
makeup, and more! These “Most Wanted” makeup essentials can be used anytime, anywhere for a dose
of the designer’s signature style.

Brand 3 Rebook
Their commitment to fitness has been a bold move and also makes perfect
sense (as we have to also bear in mind that Reebok is owned by Adidas).
Especially there has been tremendous growth in “tough fitness” which
includes cross fit, martial arts and other “more demanding than your
regular Zumba activities. What started out as a niche exercise has become
now main stream and everyone is flipping tires these days: me as well.
Training hard improves you as a person. Competing against others makes
you tougher but it is also social. I have learned more from teamwork, leadership and grit from basketball
court than from work. When you push it to the limits in sports, you are more likely to be able to push it
to the limits with other things as well. The other reason why Reebok´s message is compelling is that it is

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not for all. Reeboks has made a deliberate decision to be exclusive. Their core focus is in tough fitness
and quite hardcore training with blood, blisters, sweat, snot, tears and tears down. Whereas the usual
scared brand advertiser would have expanded the target audience and showed people doing all the
mundane fitness moves and have message about how “fitness is for everyone”, Reebok kept the focus.
Reebok is for those who train hard (or think they train hard, like me). The almost brutal nature of their
ads is refreshing compared to the touchy-feely lifestyle-routes the majority of sports brands have
chosen.