Brand Personality

Brand Personality?

a set of human characteristics associated with a brand

how the brand behaves

Gender, age, socio-economic class, psychographic, emotional characteristics.

SOME EXAMPLES…

MASCULINE FEMININE

OLDER

YOUNGER

TRENDIER

OLD FASHIONED

CONFORMING

IRREVERENT

like human personality, is both distinctive and enduring.

built over a period of time. the outcome of all the consumer’s

experiences with the brand. In consumer’s mind, these impressions

merge to form an overall concept of what to expect from brand

How to create Brand Personality?SPONSORSHIPS

SYMBOLS can be controlled and

can have extremely strong associations.

BRAND AMBASSADORS

HOW BRAND HELPS EXPRESS PERSONALITY?

Feelings Engendered by Brand Personality

There can be a set of feelings and emotions attached to a brand personality, just as there are to a person. The use of such brands can cause feelings and emotions to emerge.

HOW BRAND HELPS EXPRESS PERSONALITY?

The Brand as a Badge A brand could serve as a

consumer’s personal statement. Cars, cosmetics, apparels lend

themselves to personality expression because their use occurs in a social context with relatively high involvement

The ultimate personality expression occurs when a brand becomes an extension or an integral part of the self.

The potential to create this oneness with some people can represent a significant opportunity for a brand.

The Brand Becomes Part of the Self

A brand personality can help a brand in several ways:◦ It can provide a vehicle for customers to express their

own identity.◦ A brand personality metaphor helps suggests the kind of

relationship that customer has with brand.◦ Brand personalities serve to represent and cue functional

benefits and product attributes well.

Importantly, brand personality is often a sustainable point of differentiation◦ Sustainable because it is very difficult to copy a

personality.