Brand Personality

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Brand Personality

description

this ppt is one of the best ppts i'v prepared.. i jst luv it..hope u guys too, fynd it "meaningful" ;-)

Transcript of Brand Personality

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Brand Personality

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Brand Personality?

a set of human characteristics associated with a brand

how the brand behaves

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

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SOME EXAMPLES…

MASCULINE FEMININE

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OLDER

YOUNGER

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TRENDIER

OLD FASHIONED

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CONFORMING

IRREVERENT

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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

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How to create Brand Personality?SPONSORSHIPS

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SYMBOLS can be controlled and

can have extremely strong associations.

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BRAND AMBASSADORS

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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.

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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

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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

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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.

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