Consequences of Brand Personality 1

8/8/2019 Consequences of Brand Personality 1

1/26

Presented By:Anuja Verma

Pooja Tiwari


2/26

Brand personality is the way a brand speaks

and behaves. It means assigning human

personality traits/characteristics to a brand so

as to achieve differentiation

Brand personality is nothing but

personification of brand

A brand is expressed as a personality whoembodies these personality traits


3/26

Customers are attracted to brands with

interesting personalities, the same way they

are attracted to people with interesting

personalities.Dove as honest, feminist and optimist;

Hewlett Packard brand represents

accomplishment, competency and influence

Allen Solley brand speaks the personalityand makes the individual who wears it stand

apart from the crowd.


4/26

Specific characters

Symbols

Endorsers

Users

lifestyle


5/26

The personality idea responds to the tendency incontemporary society to value personal relationships

In terms ofMaslows hierarchy of needs, it tries to liftproducts to higher levels of need satisfaction, like

belongingness and love and esteem. Brand personalities are created in different ways and

with different tools.

Advertising is heavily used in this process ofpersonality creation

Personalities are particularly useful for the creation ofbrand associations.

Brand associations influence then evaluation ofalternatives stage inbasic consumer buying behaviourmodels


6/26

Brand personality can be created through

advertising in a direct as well as in an indirect way.

In a direct way: the brand personality is created by

transferring the personality of a person used in thead.

In an indirect way: the brand personality is derived

from the products meanings

For example, if the benefit of a brand is success,the personality of that brand can be successful

and/or confident.


7/26


8/26


9/26

User Imagery: It describes who or what type of

person, might use that product / brand.

User imagery results in user-driven image which is

transferred to the Brand.

Brand personality needs to be updated with change

in user imagery and information so that the brand

remains contemporary and relevant

For ex :Kingfisher attained distinct personality asfun, frolic and lively supported by their ads and

event sponsorships.


10/26

Executional elements: The elements like layout, colour

etc (in print ads) and visual appeal, music etc in broad

cast advt. also contribute to the Brand personality.

For ex :Mozart symphony played in Titan Ad.Complements the brand personality of Titan as

sophistication, elegance

Symbols & Logos: Symbols can also be used

effectively to communicate brand values and

characteristics.

LIC used hands of logo where represents safety

UTI has 'Kalash' as it is considered sacred and signals

good things.


11/26

Slogans / Punchlines: They also reflect Brand

personality.

PeterEngland: Honest Shirt (sincerity)

Nike: just do it (motivation, excitement)

Maruti Swift: Men are back(strength)

Loral Paris: Bcoz you worth it (relatedness)

Slogans enhance brand recall and have stronglinkage with brand's essence / key values.

Logos support brand names, provide ease in

processing visual information lead to brand recall


12/26


13/26

IBM is older whileApple is

Younger

India Todayis old-fashioned while Outlookis trendier

ESPN : An Authoritative Passion for Sports,

Knowledgeable with a bit of Irreverence.Approach Sports Coverage from All Angles


14/26

AxeAxe

Masculinity,Masculinity, invidualityinviduality, unconventionality, unconventionality

Bajaj PulsarBajaj Pulsar

Masculinity, freedom, adventureMasculinity, freedom, adventure

LevisLevis Rebellion, sensuality, beingRebellion, sensuality, being

coolcool


15/26

Brand could acquire personality profile through

advertising created associations

Direct observations of typical users, and the

kind of people used to endorse brands

Brand personality creates an association of the

brand with certain life values

Brand which acquires a distinctive well knownpersonality, consumers feel associated with it


16/26

The brand personality influences positively the

brand trust.

the brand personality has a positive impact on

the brand attachment.

the brand trust has a positive impact on the

attachment

brand trust has a positive influence onconsumers brand commitment

The brand commitment has a positive effect on

purchase intention.


17/26

Brand

personality

Brand

personality

Trust Attachment

Commitment

Purchase

Intention

+ve

+ve +ve

+ve

+ve

+ve


18/26


19/26


20/26

The attachment is a state of psychological link

between the customer and the firm

It forms on the long term and constitutes one of

the results of a successful relation


21/26

The brand attachment translates a durable and

emotional reaction to the brand and express a

psychological relation

The consumer becomes attached to the brandamong which the personality, the values and

the image are in adequacy with his self

concept, which means with the image that he

made of himself or that he wants to transmit to

the others


22/26

Brand commitment is an enduring desire to maintain avalued relationship with the brand

The commitment can result from various motivation

like emotional and rationalCommitment has its roots in identification, shared

values, attachment, and trust

Once the consumer has established trust in a brand he

is willing to engage in a long-term relationship with itThe attachment constitutes a factor of emotional brand

commitment


23/26

The purchase intention is the probability of

purchase of a product or a given brand

Brand trust and brand commitment have a

positive impact on future purchase intention The commitment influences positively the

intention to durably maintain a relationship,

the desire to invest and the acceptance of

short-term sacrifices


24/26


25/26

Brand personality, 2002 Booth Morgan

Consulting, LLC

Refining Your Brand Personality by David

Freemanwww.visual-branding .com

www.fuelyourbranding.com

www.thehindubusinessline.com/catalyst/


26/26

Consequences of Brand Personality 1

Documents

Transcript of Consequences of Brand Personality 1