Brand personality

Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. its employees) as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. For instance - Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd. Infosys represents uniqueness, value, and intellectualism. Brand personality is nothing but personification of brand. A brand is expressed either as a personality who embodies these personality traits (For instance - Shahrukh Khan and Airtel, John Abraham and Castrol) or distinct personality traits (For instance - Dove as honest, feminist and optimist; Hewlett Packard brand represents accomplishment, competency and influence). Brand personality is the result of all the consumers experiences with the brand. It is unique and long lasting. Brand personality must be differentiated from brand image, in sense that, while brand image denote the tangible (physical and functional) benefits and attributes of a brand, brand personality indicates emotional associations of the brand. If brand image is comprehensive brand according to consumers opinion, brand personality is that aspect of comprehensive brand which generates its emotional character and associations in consumers mind. Brand personality develops brand equity. It sets the brand attitude. It is a key input into the look and feel of any communication or marketing activity by the brand. It helps in gaining thorough knowledge of customers feelings about the brand. Brand personality differentiates among brands specifically when they are alike in many attributes. For instance - Sony versus Panasonic. Brand personality is used to make the brand strategy lively, i.e, to implement brand strategy. Brand personality indicates the kind of relationship a customer has with the brand. It is a means by which a customer communicates his own identity. Brand personality and celebrity should supplement each other. Trustworthy celebrity ensures immediate awareness, acceptability and optimism towards the brand. This will influence consumers purchase decision and also create brand loyalty. For instance - Bollywood actress Priyanka Chopra is brand ambassador for J.Hampstead, international line of premium shirts. Brand personality not only includes the personality features/characteristics, but also the demographic features like age, gender or class and psychographic features. Personality traits are what the brand exists for.

Brand personality is the specific mix of human traits that may be attributed to a particular brand. 5 traits are mentioned. these are

1. Sincerity 2. Excitement 3. competence 4. Sophistication 5. Ruggedness Brand image is Perception and believe of customer(consumers) about a particular brand. The term are heavily interrelated, brand image is the initial stage, it comes from the consistent good performance of the brand. While a brand, performing very good over a long period of time gains not only a good brand image but a brand personality also.

Like philips. people prefer philips bulbs over surya and they are ready to pay premium to consume it. why? i guess because of the brand image philips have. now if anybody can correlate the performance of the brand with human traits then the brand has a personality

Brand Identity 1 Brand identity develops from the source or the company. Brand message is tied together in terms of brand identity. The general meaning of brand identity is who you really are? Its nature is that it is substance oriented or strategic. Brand identity symbolizes firms reality.

Brand Image Brand image is perceived by the receiver or the consumer. Brand message is untied by the consumer in the form of brand image. The general meaning of brand image is How market perceives you? Its nature is that it is appearance oriented or tactical. Brand image symbolizes perception of consumers Brand image represents others view It is superficial. Image is looking back.

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Brand identity represents your desire. It is enduring. Identity is looking ahead.

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Identity is active. It signifies where you want to be. It is total promise that a company makes to consumers.

Image is passive. It signifies what you have got. It is total consumers perception about the brand.

Brand Loyalty
When consumers become committed to your brand and make repeat purchases over time. Brand loyalty is a result of consumer behavior and is affected by a persons preferences. Loyal customers will consistently purchase products from their preferred brands, regardless of convenience or price. Companies will often use different marketing strategies to cultivate loyal customers, be it is through loyalty programs (i.e. rewards programs) or trials and incentives (ex. samples and free gifts). Companies that successfully cultivate loyal customers also develop brand ambassadors consumers that will market a certain brand and talk positively about it among their friends. This is free word-of-mouth marketing for the company and is often very effec

What Is the Importance of Brand Loyalty?

Market share represents the amount of a markets total sales that one company earns when consumers make purchases. Brand loyalty allows a company to market and advertise its goods or services in the market. Companies are often unable to capture a significant portion of market share without informing consumers. Additionally, new companies might have no customers who are informed or loyal to the business and its products. Therefore, building loyalty by offering quality products or undercutting another companys brand loyalty can improve market share.

Profit is the main reason why a company operates in a given business environment. A company makes profit by selling goods and/or services to consumers, with profits coming from either a high volume of sales or high profit margins. Brand loyalty allows a company to generate higher sales through word-of-mouth advertisement. Word-of-mouth advertising occurs when current customers have enough loyalty that they recommend a companys products or services to other consumers. This allows the company to build a loyal consumer base through its current customers.

Goodwill is the positive relationship that a company has with its customers. Companies can establish goodwill by offering high-quality products at a fair price. Brand loyalty built through goodwill often means that a company is able to sell products to consumers regardless of price changes or alterations in the companys operations. In some cases, however, changes that leave a negative outlook with consumers can decrease brand loyalty. To avoid a reduction in goodwill, companies must be sure to listen and react properly when consumers provide feedback.

Brand loyalty is often expensive for companies to achieve. Though it sounds simple enough, it is not always easy. Competitors that have a strong, loyal consumer base can make it difficult for a new company to enter a market. Other times, the necessary expenditures for advertising products might be prohibitive for some companies. Wellmanaged plans and operations can be more successful than blanketing an entire market with advertising.

How to Build Brand Loyalty

1. Be Better than Anyone. What is your one thing and how can you do it better than anyone? This is not to say to only have one product but more to focus on what you really do better than anyone else. Being better than anyone else does not allow for consumers to consider alternatives as they know that they cannot receive what they get with you elsewhere. 2. Belonging. Create a sense of belonging whether it be via a community that is exclusive to your brand to give people a reason to want to wear that badge. Answer why should they be associated with you and loyal to you. Go beyond the we have a great product and identify why people would want everyone to know that they are connected to you. 3. Credibility. This is more than doing what you say you will or a product that does what you say it will. Remember we are talking about how to build loyalty with the tools available. You may have a great product, message but your marketing materials are photo copied or a profile that is a template and not reflective of your brand identity. Well done, aesthetically pleasing and user focused organized websites, materials and profiles give a sense of credibility which leads to trust. 4. Accessibility. This ties into belonging as if the right person is accessible, people want to be a part of that to say that they know this person or the CEO of the company reached out to me. This is where the humanization of the brand comes in as we are able to connect and really let people know that behind the brand is a consumer, family man/woman, etc who eats lunch, drinks coffee, etc. 5. Connectionability. How do you speak to your audience? Learn to talk like they do or teach them how you want them to talk about you. This is widely used with tag lines and the brand

message however there are times that a brand takes on a new language that is driven by the audience. Know this and adopt it (so long as it is what your brand represents). Outside Nevada, it is pronounced Na-vah-da where locally it is Neh-vada. While some may use the outside version locally to grab attention, the focus goes off of the product/service and becomes about how the name is not pronounced properly. 6. Repeat. Stay on top of what consumers are saying and avoid being stale or changing too fast. Brands have a very long shelf life and those that are on top of where change or the shift in the mindset of consumers are able to adapt and maintain loyal customers. Be proactive and not reactive to try and pull people back as once they are gone, they are gone.