Consumer Behavior Assignment

On

Brand Personality of Amul and Nike

Submitted By:

Abhishek Priya (14030241094)

Devashish Nigam (14030241104)

Raj Kumar Sharma (14030241122)

Brand Personality of Amul conceived from its mascot, moppet girl.

Feminine – Appealing to the Indian housewives, who used to buy their milk products like butter

from local milk vendors pre-Amul era.

Tasty – The girl seems to portray Amul butter as an utterly delicious product.

Simple look – The young Indian girl dressed in a polka dotted frock with blue hair and a half pony

tied up, conveys that the product is economical and is intended to not to hurt the pockets of

common man.

Evolving with time – Amul is more than 5 decades old brand but its mascot (young girl) signifies

that brand has continued to be young by adopting new processes and technologies.

Promotes cheerful, zealous and festive mood

Amul Mascot is very Catchy – In a country where more than 25% population is illiterate, such

catchy mascot can help associate Amul brand with those people and promote inclusiveness of

product.

Most of the Amul advertisements are based on contemporary events happening in India with a

bit of humor, signifying freedom of speech, an important piece of Indian democracy.

Synonymous with Indian breakfast – The girl having bread with Amul butter on it, has become a

routine breakfast for many people. Breakfast isn’t considered complete with bread and Amul

butter.

Top Quality Product – The brand name Amul, has been adapted from Sanskrit word Amulya which

means precious, signifying deep emphasis on creating top quality product.

Brand Personality of Nike, as perceived from the following image:

The image provided relates to Nike, a major sports equipment and apparel supplier in the world. The

picture conveys us a lot about the brand personality of Nike. From its inception, Nike has been

successful in projecting itself as a brand that top notch athletes and achievers all over the world prefer

and recommend. In this picture, Nike has projected Dirk Nowitzki, a famous German professional

basketball player who currently plays for the Dallas Mavericks of the National Basketball Association

(NBA).

The image exhibits a lot of aggression and energy among the viewers and is quite successful in

creating a sense of athleticism in them.

It shows that Nike encourages and helps these athletes to perform better.

The image tries to personally connect to its viewers and leads them to believe that Nike is the

most preferred brand of apparels and that it plays a major role in bringing out the personality

and attitude of the people that wears them.

It makes the consumers believe that Nike products are top notch and extremely dependable

when it comes to quality, that even professionals like Dirk Nowitzki uses and endorses them.

The image also leads to believe that Nike has a very bold, strong and masculine personality.

It encourages hard work, dedication and commitment that is involved in order to achieve high

performance.

It portrays the spirit of competition, raw power, superiority and to some extent, even,

arrogance.

It promotes the spirit of winning amongst its consumers.