Brand identity and brand personality

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Brand identity and brand personality ppt

Transcript of Brand identity and brand personality

Page 1: Brand identity and brand personality
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A person’s identity serves to provide direction, purpose and meaning for that person. Consider how important the following questions are :

What are my core values? What do I stand for? How do I want to be perceived? What personality traits do I want to

project? What are the important relationships

in my life?

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A brand identity similarly provides direction, purpose and meaning for the brand.

It is central to a brand’s strategic vision and the driver of one of four principal dimensions of brand equity : association, which are the heart and soul of the brand

Defn : Brand identity is a unique set of brand associations that the brand strategist aspires to maintain.

These associations represent what the brand stands for and imply a promise to customers from the organisation members.

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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 acceptance of the brand as a product itself. For its price, Nirma is seen as a good product. BMW or Mercedes are basically seen as good products besides being good brands.

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Brand as organisation emphasizes that a brand is successful among other things because of the organizational values it upholds.

Marico has brought in a series of successful products because of their commitment to innovation.

Marico has innovative and successful offerings in a w ide variety of products as hairoil (Parachute),edible oil (Saffola, Sweekar) , starch (Revive) and jam (Sil)

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Brand as person deals with the question “What happens to this brand when it becomes a person?” By implication, Denim talc would be seen as masculine, Sunsilk shampoo as feminine and pepsi as young and vibrant.

Brand as symbol deals with the heritage and what the brand stands for.For e.g. Coke symbolises the American dream.

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Brand Identity

Brand asproduct

Productscope

Productattributes

Quality/value

Uses Users Country

of origin

Brand asorganisation

Organisationattributes (e.g.innovation,genuineconsumerconcern,trustworthiness)

Local v/sglobal

Brand as person

Personality(energetic,rugged)

Brandcustomerrelationships(friend,advisor)

Brand assymbol

Visualimageryandmetaphors

Brandheritage

Dimensions of brand identity

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Personality

Culture

Self- image

Reflection

Relationship

Physique

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Kapferer represents brand identity as a six sided prism

Physique is the basis of the brand. The physique of TATA is trust

The physique of Philips is “technology and reliability”

Personality : answers the question :what happens to this brand when it becomes a person?

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Culture: symbolises the organisation , its country of origin and the value it stands for.

India is known for its traditional remedies which is why Balsara, Dabur and Zandu evoke s good response abroad.

Germany is known for its precision engineering. Some of the world’s most popular car brands are German ( Audi, Volkswagen, Mercedes and BMW).

Japan is known for consumer electronics ( SONY, PANASONIC SHARP)

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Relationship is the handshake between the consumer and the organization.

The relationship with Colgate is one of dependability.

The relationship with Saffola edible oil is that of safety

Reflection is the consumer’s perception of what the brand stands for which is why coke’s clientele cuts across age groups. The brand reflects youthful values , which is why young as well as old would like to consume Coke

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Self –image is what the consumer thinks of himself.

Mercedes Benz owner is telling himself that since he is one of the elite , he is treating himself to the best car in the world.

A user of Surf excel Blue is telling herself that she is conscious of not just price but value as well. That is the self-image of the archetypal housewife.

Thus brand identity according to Kapferer can be expressed as the summation of the above 6 dimensions.

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Core identity : value offering : McDonald's provides value as defined by the product, special offers and the buying experience given the price.

Food quality : consistently hot, good tasting at any outlet in the world

Service : fast, accurate, friendly and hassle free Cleanliness : The operations are always spotless on both sides of the counter User : Families and kids are focus , but serves a wide clientele.

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Extended Identity :convenience: is the most convenient quick service restaurant -it is located close to where people live, work and gather ; features efficient , time-saving service; and serves easy-to eat food.

Product scope : fast food, hamburgers, children’s entertainment

Subbrands:Big Mac, Egg McMuffin, Happy Meals, Corporate citizenship : ronald McDonald Children “s Charities

Brand Personality : Family oriented , all-American , genuine, wholesome , cheerful, fun

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Relationship : The family/fun associations are inclusive and Mcdonald’s is part of the good times. Logo : Golden Arches Characters: Ronald mcDonald

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Functional benefits : Good tasting burgers, fries, and drinks that provide value, extras such as playground, prizes, games.

Emotional Benefits : kids :- fun via excitement of

birthday parties, relationship with Ronald McDonald and other characters and feeling of special family times.Adults:- warmth via link to family events and experiences reinforced by the McDonald’s emotional advertising.

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Brand personality

Definition: The set of human characteristics

associated with a given brand. Thus it includes such characteristics as gender, age, socioeconomic class as well as such classic human personality traits as warmth, concern and sentimentality.

e.g—Virginia Slims tends to be feminine in comparison to the masculine Marlboro.

Apple is considered young while IBM tends to be seen as older( in part because it has been around longer)

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Brand personality like human personality is both distinctive and enduring . Coke is considered authentic and real whereas Pepsi is considered young, spirited and exciting.

Personality of Harley Davidson (HD) bikes

There are 3 core values of HD bikes 1)       The dominant value is personal freedom,

which includes freedom from confinement (confined in a car or a t home) and freedom from mainstream values and social structures.

The Harley Davidson eagle logo is one symbol of this freedom.

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2)       Second value is patriotism and American heritage.

3)       Then third value is being macho , inspired in part by the outlaw bikers in The wild ones , the famed Marlon Brando movie in 1950s.Expressions of manliness are like wearing T-SHIRTS –“Real Men wear Black.

HD bikes are the biggest, heaviest, loudest and thus the most macho motorcycles in the world. There is an abundance of black leather, heavy boots, chrome, and other signals of maleness at Harley Rallies.

The Harley motto—“Live to ride, ride to live” appeals also to non macho potential buyers.

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The owners of Japanese bikes focuses on functional benefits , whereas the Harley-Davidson owner is much more concerned with emotion and self-expressive benefits.

Brand Personality Scale—

A study was done among 1000 U.S respondents, 60 well known brands and 114 personality traits. Five personality factors emerged the most significant. These 5 explain the differences between the brands.

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1)       Sincerity (Campbell’s, Kodak, Hallmark)

Down-to-earth : family oriented, small town, conventional,blue-collar, all-American

Honest : Sincere, real, ethical, thoughtful, caring

Wholesome : original, genuine, ageless, classic , old-fashioned

Cheerful : sentimental, friendly, warm, happy

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2)   excitement (Porsche, Absolut, Benetton)

Daring : trendy, exciting, off-beat,, flashy, provocative

Spirited: cool, young, lively, outgoing, adventurous

Imaginative: unique, humorous, surprising, artistic , fun

Up-to-date: independent, contemporary, innovative, aggressive

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3)    Competence: (Amex, CNN, IBM) Reliable: hardworking, secure, efficient,

trustworthy, careful Intelligent: technical, corporate, serious Successful : leader, confident, influential

4)      Sophistication (Lexus, Mercedes, Revlon)

Upper class: glamorous, good-looking, sophisticated

Charming: feminine, smooth, sexy, gentle

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5) Ruggedness (Levi’s, Marlboro, Nike) Outdoor: masculine, western, active,

athletic Tough: rugged, strong, no-nonsense

Brand Image

Represents the essence of all the impressions or imprints about the brand that have been made in the consumer’s mind.

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It includes impressions about its physical features and

performances, impressions about the functional benefits

from using it, impressions about the kind of people who

use it, the emotions and associations aroused by

it, the imagery and symbolic meanings it

evokes in the consumer’s mind.

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The brand image is indeed the totality of the brand in the perception of the consumer

It embraces the brand’s physical and functional aspects and also its symbolic meanings.

The brand personality dwells mainly in symbolic aspects.