Brand Personality

What is brand personality?

Brand Personality is a set of human characteristics associated with a brand Personality is how the brand behaves Gender, age, socio-economic class, psychographic, emotional characteristics

About brand personality

Brand Personality, like human personality, is both distinctive and enduring
Both are built over a period of time

Refers to the outcome of all the consumers experiences with the brand In other words, the brands personality is the weighted average of previous impressions In consumers mind, these impressions merge to form an overall concept of what to expect from brand

Why Brand Personality?

Branding is all about differences Brand as person

Brand personality provides depth, feelings, and liking to the relationship. Two elements that affect an individuals relationship with a brand: Relationship between the brand as person and the customer The brand personality or the type of person the brand represents.

Brand Personality Dimensions

The brand personality dimension: is a framework to describe and measure the personality of a brand in five core dimensions. It is a model to describe the profile of a brand by using an analogy with a human being.

Creating brand personality

Define the target audience Find out what they need, want and like Build a consumer personality profile Create the product personality to match that profile

Some Indian Examples of Brand Personality

The devil of Onida represents high technology and proved to be one of the successful brand personalities in India.

 Sunsilk in India

Sunsilk has a caring, nurturing, gentle feminine Personality. The adverstisement, packaging, and nature of the product convey the same.

Brand Anatomy of Coke

Essence:Youth

Benefit: Joyous Environment

Attribute: A Frizzy Drink (Vivaciousness)

Brand Personality Analysis of Santro ` car

Sensory Small Light Fresh Bubbly Emotional Light-Hearted Convenient Youthful Dependable Fun Car Rational Manoeuvrable Quick

5 Dimensions of Brand Personality

Sincerity (down-toearth, honest, wholesome, cheerful)

Ruggedness (outdoorsy, tough)

Excitement (daring, spirited)

Sophistication (upper class, charming)

Competence (reliable, intelligent, successful)

5 Dimensions of Brand Personality

Sincerity
Down-to-earth = down-to-earth, family-oriented, small-town, genuine, old-fashioned Honest = honest, sincere, real

Wholesome = wholesome, original

Cheerful = cheerful, sentimental, friendly

5 Dimensions of Brand Personality

Excitement
Daring = daring, trendy, exciting Spirited = spirited, cool, young Imaginative = imaginative, unique Up to date = up to date, independent, contemporary

5 Dimensions of Brand Personality

Competence
Reliable = reliable, hard working, secure Intelligent = intelligent, technical, corporate Successful = successful, leader, confident

5 Dimensions of Brand Personality

Sophistication
Upper class = upper class, glamorous, good looking Charming = charming, feminine, smooth

5 Dimensions of Brand Personality

Ruggedness
Outdoorsy = outdoorsy, masculine, western Tough = tough, rugged

Sincerity Down to Earth Honest Wholesome Cheerful Excitement

Characteristics Family oriented, Small town, Blue-collar, All American, Conventional Sincere, Real, Ethical, Thoughtful, Caring Original, Ageless, Clasic, Genuine, Old-fashioned Sentimenteal, Friendly, Warm, Happy

Daring
Spririted Imaginative Up-To-Date Competence Reliable Intelligent Successful Sophistication Upper Class Charming Ruggedness Outdoorsy Tough

Trendy, Exciting, Offbeat, Flashy, Provocative

Cool, Young, Lively, Adventurous, Outgoing Unique, Humorous, Surprising, Artistic, Fun Independent, Contemporary, Innovative, Aggresive

Hard-working, Secure, Efficient, Trustworthy, Careful Technical, Corporate, Serious Leader, Confident, Influential

Glamorous, Good Looking, Pretentious, Sophisticated Feminine, Smooth, Sexy, Gentle

Masculine, Western, Active, Athletic Rugged, Strong, No-nonsense

Three Models to Build Brand Personality

Aakers states the 3 models namely as:

Self-expression Model states that the consumer sees the brand as the kind of person he/she wishes to be

Example: This is the case with Royal Enfields Bullet. The rider is considered to be very masculine when he rides the bike. Bullets personality is one that represents a macho character.

Relationship Basis Model Is liking to associate with a personality exhibited by the brand

The consumer wants to establish friendship with the brand and the brand need not represent their characteristics or their aspirational values. Example: Eureka Forbes is seen as a friend for life and would fit this explanation of brand personality

Functional Benefits Representation model

The brand personality is used as a vehicle to state the benefits of the brand. Example: Devil Onida

Discussion

So, now lets check your own personality!

Write down your own personalities and characteristics

Choose one of your favorite brand and describe the personalities of that brand
If this brand becomes a person, describe the personalities of this person.

Brand Value
Expressions of brands personality in a way that is clear, relevant and compelling People are willing to pay more for a brand Extra money a company can make For E.g..:

Components of Brand Value

Brand Awareness Brand Image Brand Association
Attributes Benefits Brand attitudes

Brand loyalty