Br.per

Brand Personality

A. Kwanta PanthongprasertAlbert Laurence School of Communication Arts

Department of Advertising2010

Different?

Occupation?

Cosmetic?

‘Branding is all about differences’‘Brand as person’

Why Brand Personality?

Brand Personality

If a specific brand were to come to life – what characteristics would it have

Similar to the assignment we did with target marketing earlier this year

Brand Managers are responsible for shaping how people think about a brand with little to no prompt

Brand PersonalityWhat do you think of when you think

of the following brands....

It can be defined as a set of human characteristics associated with a given Brand. It includes such characteristics as gender, age, & SEC as well as traits as – warmth, extrovert, introvert etc.

A brand can be designed by: Demographic ----- age, gender, social class etc. Life Style ----- activities, interests & opinions. Human Traits ----- extrovert, introvert, dependability etc.

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Person Brand

‘Brand personality provides depth, feelings, and liking to

the relationship.’

Two elements that affect an individual’s

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 of Aaker

The brand personality dimension:- is a framework to describe and measure the

personality of a brand in five core dimensions, each divided into a set of facets.

It is a model to describe the profile of a brand by using an analogy with a human being.

1) SINCERITY

a) Down to Earth ----- Family oriented, Small – town, Conventional & Blue collar (ex) Bajaj/ Raymondsb) Honest ----- Sincere, Real, Ethical, Thoughtful, Caring, (ex) Tata/ Amulc) Wholesome ----- Original, Genuine, Ageless, Classic, Old fashioned. (ex) Business India/ Taj Mahal -hoteld) Cheerful ----- Sentimental, Friendly, Warm, Happy, (ex) Jet Airways/ Singapore Airways/ Coke 2) EXCITMENT

a) Daring ------ Trendy, Exciting, Off-beat, Flashy, Provocative. (ex) Citi Bank.b) Spirited - ---- Cool, Young, Outgoing, Lively, Adventurous. (ex) Thumps-upc) Imaginative ------ Unique, Humorous, Surprising, Artistic, Fun. (ex) Fewiquick/ Fevicol/VIPd) Up-to-Date ------ Independent, Contemporary, Innovative, Aggressive. (ex) King Fisher/ Pepsi

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3) COMPETENCE

a) Reliable ---- Hard working, Service, Efficient, Trustworthy, & Careful. – Reliance/ Marutib) Intelligent ---- Technical, Corporate, & Serious. (L&T).c) Successful ---- Leader, Confident, Influential. ( Hero/Ujala).

4) SOPHISTICATED

a) Upper class ---- Glamorous, Good looking, Pretentious, Sophisticated. ( Allen solley/ Lux).b) Charming ---- Feminine, Smooth, Sexy, Gentle. ( Femina/ Dove).

5) RUGGEDNESS

a) Outdoorsy ---- Masculine, Western, Active, Athletic. ( MRF ).b) Tough ---- Rugged, Strong, No-nonsense. (CEAT).

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5 Dimensions of Brand Personality

• Down-to-earth = down-to-earth, family-oriented, small-town, genuine, old-fashioned

• Honest = honest, sincere, real• Wholesome = wholesome, original• Cheerful = cheerful, sentimental, friendly

Sincerity


• Daring = daring, trendy, exciting

• Spirited = spirited, cool, young

• Imaginative = imaginative, unique

• Up to date = up to date, independent, contemporary

Excitement


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

Competence


• Upper class = upper class, glamorous, good looking

• Charming = charming, feminine, smooth

Sophistication


Ruggedness• Outdoorsy = outdoorsy,

masculine, western• Tough = tough, rugged

Why use Brand Personality?

A) Enriching understanding.

B) Contributing to a Differentiating Identity.

C) Guiding the communication Effort.

Brand Personality Drivers

a) Product – Related Characteristics

Product Category. Package. Price. Attributes.

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b) Non – Product Related Characteristics

User Imagery. Sponsorships. Symbol. Age. Advt. Style. Country of Origin. Co. Image. Celebrity. C E O

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6-29Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Brand Behaviors and Possible Personality Trait Inferences

Brand Action Trait Inference

Brand is repositioned several times or changes slogan repeatedly

Flighty, schizophrenic

Brand uses continuing character in advertising Familiar, comfortable

Brand charges high prices and uses exclusive distribution

Snobbish, sophisticated

Brand frequently available on deal Cheap, uncultured

Brand offers many line extensions Versatile, adaptable

USER IMAGERY

It can be based on either typical users or idealized users. It can be powerful drivers of Brand personality, in part, because the user is already a person & thus the difficulty of conceptualizing the brand is reduced.

Brands can create a value proposition & basis for a relationship by focusing on a particular social or reference group thr’o user imagery.

Celebrity can also provide the basis for user imagery.

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1. Write down your own personalities and characteristics1. Choose one of your favorite

brand and describe the personalities of that brand

2. If this brand becomes a person, describe the personalities of this person.

So, now let’s check your own personality!

What they stand forWhat they believe inWhat they care aboutWhat they loveWhat they want to beThe type of person they want to be withThe kind of relationship they wantWhat they want people to know about

themThe kind of friend they want

Levels of Personality

A) THE CORPORATE PERSONALITY.

B) THE PRODUCT – DERIVED PERSONALITY.

C) THE ASPIRATION BASED PERSONALITY.

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Envision the personality as extending seamlessly from the positioning. Weigh the alternatives with a single customer in mind. Focus personality on a core emotion. Make likability a high priority. Find room in the Brand Personality for confidence. Invest.

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BRAND PERSONA QUESTIONS

1. Why do you consider brand X to be better than others?

2. If you see a person using brand X, what would you know

about him or her?

3. If brand X were an actor, what kind of actor would it be & why?

4. What kind of animal best describes the brand?

5. If brand X were a dept. store, what store would it be & why?

2. Think of two close friends, and write down all the things you like most about their personalities1. Describe the values, beliefs and

characteristics that you admire in your friends

2. Compare how similar or dissimilar they are3. Choose the most suitable brands to

represent your friends and explain why???

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