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BRAND

PERSONALITY &
IDENTITY
BRAND PERSONALITY
BRAND IMAGE
BRAND PERSONALITY
BRAND PERSONALITY
BRAND PERSONALITY

• EMOTION CENTERED
• HUMAN CENTERED
• OTHER
EMOTION CENTERED

• PERSONALITY
EMOTION CENTERED

• PERSONALITY
EMOTION CENTERED

• ADJECTIVE
HUMAN CENTERED

5 PERSONALITY FACTOR
• SINCERITY
• EXCITEMENT
• COMPETNCE
• SOPHISTICATION
• RUGGEDNESS
BRAND PESONALITY SCALE

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 PESONALITY SCALE
BRNAD PERSONALITY

EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS

H DARING SUCCESSFUL CHARMING TOUGH

UP-TO-DATE INTELLIGENT UPPER CLASS OUTDOORSY

SPIRITED RELIABLE

IMAGINATIVE
BRAND PESONALITY SCALE
BRNAD PERSONALITY

SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNE

DOWN TO EARTH DARING SUCCESSFUL CHARMING TOUGH

CHEERFUL UP-TO-DATE INTELLIGENT UPPER CLASS OUTDOOR

HONEST SPIRITED RELIABLE

WHOLESOME IMAGINATIVE
BRAND PESONALITY SCALE
BRNAD PERSONALITY

SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNE

DOWN TO EARTH DARING SUCCESSFUL CHARMING TOUGH

CHEERFUL UP-TO-DATE INTELLIGENT UPPER CLASS OUTDOORS

HONEST SPIRITED RELIABLE

WHOLESOME IMAGINATIVE
BRAND PESONALITY SCALE

RUGGEDNESS

TOUGH

OUTDOORSY
BRAND PESONALITY SCALE
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
THREE APROACH

• SELF EXPRESSION
• RELATIONSHIP
• FUNCTIONAL BENEFITS
OTHER DEFINATION

BRAND ANATOMY
BRAND ANATOMY

ATTRIBUTES

BENEFITS

ESSENCE
SIX TYPES
• Ritualistic brand
SIX TYPES
• Symbol brand
SIX TYPES
• Heritage brand
SIX TYPES
• Exclusive brand
SIX TYPES
• Belonging Brand
SIX TYPES
• Legendary Brands
BRAND IMAGE
• DEFINATION: The totality of the impressions about the
brand. This includes its physical, functional and
psychological aspects of the brand.
• E.G. arrow shirts have premium image…

• Brand image has three components


• Product attributes
• Consumer’s benefits
• Brand personality
• Brand image
• Brand image would stem from 3 sources:
• Provider-driven image is the image derived from the
company/brand.
• E.G. tata & l&t signals quality in everything it makes.

• Sometimes brand image is influenced by the manufacturer’s name


besides the brand’s own personality.

• Product-driven image: this image is the result of the product’s


performance. This in turn depends on its ingredients. Santoor toilet
soap promises skin care through its contents.

• User driven image: This image is driven by the lifestyle of user.


Van heusen shirts are an expression of a particular life style.
BRAND IMAGE – ESTABLISHED PRODUCTS AND NEW
PRODUCTS

• Brand image of most established products is difficult to


change. This is because the brand would have acquired
a personality step by step over a period of time.
• E.G. the same problem might haunt bata which is finding
jt difficult to compete with younger brands like
woodlands, mescos, action etc.
BRAND IMAGE AND COUNTRY-OF-ORIGIN

• Several studies showed that brand image


has a correlation with the country-of-origin.
• E.G. japanese proucts are preferred in
catagories like cars, cameras, vcrs, etc.

• Other researchers find that the country-of-


origin has nominal effect on the
consumer’s “perceptions” of the brand.
Brand image and celebrity
• Research on image built through endorsement of
celebrities show that there are three aspects that
influence a consumer’s attitude of a brand.
• These are :

• Attractiveness
• Trustworthiness
• Expertise
Aspects of a Image Celebrity Product
brand
Attractiveness Elegant Renuka sahani Whisper
Beautiful Madhuri Dixit Lux
Classy Pataudi “Asian paints”
royale

Trustworthines Dependable Khaitan Khaitan fan


Honest Seshan T.N. Frozen vegetable
Reliable Kapil Dev Boost
Expertise Knowledge Sachin tendlkar Rocker shoes
Qualified Naina Balsavar Shampoo
Skilled Amjad alikhan Bazooka
BRAND IMAGE AND IMAGERY
• Image is the product seen from the consumer’s
perspective.
• It is what the consumers think about the product.
• Imagery is the consumer seen from the product’s
perspective.

• Typically these imageries fall in three catagories:


• Sacred
• Secular
• Mediating
• A Sacred imagery is where the product
gets elevated to the metaphysical blue
skies.(E.g. chyawanaprash and parachute
hair oil- everybody from grand parents to
grandchildren uses them.)
• A seclar imagery for a product is where
the consumer would like to break the
routine to do something new.(pepsi’s
advertisement “Nothing Official” about it)
• A mediating image is something that
skilfully weaves the use of the sacred and
the secular in its imagery.(E.G. santoor
sandalwood Talc- a strinkgly modern
women uses santoor talc but is shown as
seeking the blessings of the elders.
BRAND IMAGE AND USER
STATUS
• An interesting observation is that brand images are formed
irrespective of whether the brand is being considered for purchase
or not.

E.G. whether one is likely to purchase a maruti or not, one is likely to


have a brand image of the product.

“brand image is the impression left in the mind of the prospect by


the brand.”
BRAND IMAGE AND BRAND
PERSONALITY
Brand Brand Brand • Brand personality is the sum
name personality image total of all the significant
tangible and intangible assets
Reliable that a brand possesses.
Lifeboy Quality
soap
• Brand Image is how the brand
Technoloy is perceived by the consumer.
Leading In the words, brand personality
Superior.
manufac. is the cause while brand image
is the effect.
Little Puffed Novelty
hearts biscuits
Distinct Attractive
packing
Hear shaped romantic
biscuit
BUILDING BRAND PERSONALITY
• The first step  SINGLE MINDEDNESS (in communicating and
preserving what might be called core brand values.)
• E.G. Marlboro cigarettes.

• PROMOTION only Is not the way to Build brand personality, Every


element of the marketing mix can be used to strengthen the brand’s
personality.
• E.G. Panteen shampoo – in terms of packaging, it is not only just
attractive but also sphisticated.

• It is well-known that 8 out of 10 brands the world over fail and the
foremost reason for their death is that they have nothing distinctive
to offer. This “something” is personality.
AAKER’S FRAMEWORK

• Brand identity as defined by aaker is the sum of the brand


expressed as a product organisation, person and symbol.
• Brand as product deals with the accptance of the brand as a
product itself.
• E.G. for its price, Nirma is seen as a good product.

• Brand as organisation emphasises that a brand is successful


among other things because of the organisation values it upholds.

• Brand as person deals with the question “what happens to this


brand when it becomes a person?”
• E.G. denim talc would be seen as “masculine’, sunsilk shampoo as
“feminine”.

• Brand as symbol deals with heritage and what the brand stands
for. E.G. coke symbolises the American dream.
KAPFERER’S FRAMEWORK

• KAPFERER represents brand identity diagrammatically as a six-


sided prism as shown below.
• Physique according to him is the basis of the brand.
• E.G. the physique of Philips is “technology and reliability” while for
the brand Tata it is “trust”

• Personality is same as Aaker, it answers the question “what


happens to this brand when it becomes a person?”

• Culture symbolizes the organization, its country-of-origin and the


values it stands for.
• E.G. traditional brands like balsara, dabur and zandu.
• Relationship is the handshake between consumer and the
organisation. E.G. the relationship with “safola” is safety.

• Reflection is the consumer’s perception for what the brands stands


for. E.G. coke’s image more attract youth.

• Self-image is what the consumer think of himself.


• E.G. benz Car owner think that since he has bought the car he is
treating himself to one of the best car in the world.

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