Вы находитесь на странице: 1из 20

Brand Personalit 5/21/12 y

Presented by Dilipkumar J.

Click to edit Master subtitle style

5/21/12

Brand Personality

The definitions of brand personality can be classified into three types:


1)

Emotion-Centered

5/21/12

Brand Personality: Emotion-Centered Definitions

These definitions contend that brand personality is the emotional component of a brand. definitions see brand personality as the emotional link between the brand and the customer. to Upshaw Strategic personality of a brand is the outward face of a brand, its tonal

These

According

5/21/12

Brand Personality: Human-Centered Definitions


These

definitions ask the question What happens when this brand becomes a human being? definition of brand personality is close to this. He sees bran personality as the set of human characteristics associated with a brand. instance, Harley Davidson motorcycle

Aakers

For

5/21/12

Brand Personality: Other Definitions


The

third type of definitions includes the tangible aspects of the brand as well as their account of brand personality. David Arnold seems to treat essence to be synonymous with brand personality. is the basic idea behind the brand. When a brand is configured, it is important to get its essence first.

Essence

5/21/12

Brand Personality: Other Definitions


For

example, essence of a brand like Close-Up is youth. This essence translates into benefits like joy, fun, energy and modernity. benefits get reflected in the attributes of the product. The bright packaging of Close-Up signals modernity. But, bright color and the gel reflect youth. The endorsement of Close-Up Antakshari is the celebration, joy and the energy dimension of the brand.

These

5/21/12

Types of Brand Personalities


Chris

Mcrae divides brand personalities into six types.


1. Ritualistic Brands 2. Symbol Brands 3. Heritage Brands 4. Exclusive Brands 5. Belonging Brands 6. Legendary Brands

5/21/12

Types of Brand Personalities


1) Ritualistic Brands:
These are brands associated with particular occasions. For examples:
q q q

Crackers are associated with Diwali Greeting cards with Birthdays Britannias Marie is a tea-time biscuit associated with the ritual of consumption

5/21/12

Types of Brand Personalities


2) Symbol Brands: The logo or the name of the brand is more important than what it contains. For examples:
q

Chivas Regal is strongly identified with the eagle-shaped container. The devil has given a lot of sensational publicity to Onida TV.

5/21/12

Types of Brand Personalities


3) Heritage Brands:
These are the brands that have pioneer advantage. They are capable of setting the agenda for category or the segment they are in. For examples:
q

Mysore Sandal, for instance, is uniquely identified by its fragrance, distinct packaging

5/21/12

Types of Brand Personalities


4) Exclusive Brands:
These are also termed Aloof or Snobbish brands.

For examples:
q q

Dove toilet soap BMWs 650 cc. bike

5/21/12

Types of Brand Personalities


5) Belonging Brands:
Human beings are constantly in need of being socially accepted. Brands which make the consumer a part of a larger family are belonging brands.

For examples:
q

Levi-Strauss jeans put a youth at par with youth in the rest of the world.

5/21/12

Types of Brand Personalities


6) Legendary Brands: Brands which have a great deal of history behind them and have achieved demi-god status are legendary brands. For examples:
q q

Coke and Marlboro Charminar cigareete

5/21/12

Elements of Brand Personality


Jennifer

Aaker carried-out research in 1997 based on the Big Five personality traits, a recognized list from the theory of personality. Her research led to the conclusion that brand personality also consists of five dimensions. 1) Sincerity 2) Excitement 3) Competence

5/21/12

Elements of Brand Personality


1) Sincerity
i) Down-to-earth family-oriented, small-town, conventional, blue-collar

ii) Honest sincere, real, ethical, thoughtful, caring.

iii) Wholesome original, ageless, classic, oldfashioned.

5/21/12

Elements of Brand Personality


2) Excitement
i) Daring trendy, exciting, off-beat, flashy, provocative ii) Spirited cool, young, lively, outgoing, adventurous iii) Imaginative unique, humorous, surprising, artistic, fun

5/21/12

Elements of Brand Personality


3) Competence
i) Reliable hard working, secure, efficient, trustworthy, careful

ii) Intelligent technical, corporate, serious

iii) Successful leader, confident, influential

5/21/12

Elements of Brand Personality


4) Sophistication/Distinction
i) Upper-class glamorous, good-looking, sophisticated

ii) Charming smooth, sexy, gentle

Examples of brands are Mercedes, Revlon, Dairymilk Silk and Lexus.

5/21/12

Elements of Brand Personality


5) Ruggedness
i) Outdoorsy Western, active, athletic

ii) Tough rough, strong, no-nonsense

Examples of brands are Levis, Marlboro and Nike

5/21/12

Thank you