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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
WHOLESOME IMAGINATIVE
BRAND PESONALITY SCALE
BRNAD PERSONALITY
SPIRITED RELIABLE
IMAGINATIVE
BRAND PESONALITY SCALE
BRNAD PERSONALITY
WHOLESOME IMAGINATIVE
BRAND PESONALITY SCALE
BRNAD PERSONALITY
WHOLESOME IMAGINATIVE
BRAND PESONALITY SCALE
RUGGEDNESS
TOUGH
OUTDOORSY
BRAND PESONALITY SCALE
BRNAD PERSONALITY
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…
• Attractiveness
• Trustworthiness
• Expertise
Aspects of a Image Celebrity Product
brand
Attractiveness Elegant Renuka sahani Whisper
Beautiful Madhuri Dixit Lux
Classy Pataudi “Asian paints”
royale
• 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 as symbol deals with heritage and what the brand stands
for. E.G. coke symbolises the American dream.
KAPFERER’S FRAMEWORK