BRAND IMAGE

&
BRAND PERSONALITY

WHAT IS A BRAND..??
A brand is a name, term, design or other feature that distinguishes one sellers product from
those of others.
A brand is a product, service or concept that is publicly distinguished from other products,
services or concepts so that it can be easily communicated and usually marketed.
Brands are often expressed in the form of logos.

BRAND IMAGE
Brand Image is a set of beliefs held about a specific brand. It is nothing but
customers perception about the product.
When the consumer is buying the product he/she is also buying the image of
the product.
The image of a brand can be described as the cluster of attributes and
associations that consumers connect to the brand name.

An image is formed about a brand on subjective perceptions

that consumers have about the brand.
Eg. VOLVO is associated with safety and TOYOTA is associated
with reliability.
Brand image should be positive, instant and unique.
Brand image is not to be created but is automatically formed. .
Positive brand image enhances the goodwill and brand value of
the organization. Brand images are also liable to change with
the change in brand strategy of the company. For example Mc
Donalds, they have shifted their initial brand image of a fast
food centre to a restaurant meant for the family, young and
loners

ATTRIBUTES OF BRAND IMAGE

Brand image can be--1.Tangible
2.Intangible
tangible, based on reasons or hard facts such as speed, premium, price,
user friendliness, length of time in business, frequency etc.
intangible, based on softer or emotional attributes like excitement,
trustworthiness, fun, dullness, masculinity, femininity or youthfulness.

Image based on Personality and character

Brands are often bought on the basis of who they are and
what they are.
Visual Representation
For example a bat wing shape on a leather badge evokes an
association with levies jeans.
Hard and Soft Attributes
For example a sunscreen cream would provide tangible benefits
against harsh sun rays, but a jewellery brand may play on
parental emotions, which is intangible but strikes on emotional
chord.

COMPONENTS
An image according to analysts has three components, namely the1.image of the provider of the product.
2.the image of the user.
3.the image of the product itself.

FACTORS
There are various factors behind building up the identity of a brand:
1. ADVERTISEMENT: Advertising plays the most important role in image
building of the product and help it to upgrade itself into a well known brand.
Electronic media, print media, pamphlets and many more which tries to
create a particular desired image of the product into the minds of the
customers. Hence, the most effective tool in creation of a brand image is
played by advertisements.

2. QUALITY OF THE PRODUCT: Advertisements can bring the customers to

use the product but, it is the product quality which makes the customer loyal
to the product. Advertisements can bring a person to buy Adidus apparels for
once , but it is the quality of the same which brings the customer to buy the
product repeatedly.

3. AFTER SALES AND ASSOCIATED SERVICES: Sales associated with the

product during and after sales are considered to be one of the main factors in
creating brand image. These services distinguish a brand from the similar
products available in the market and create a niche for the same. This helps
the brand in increasing its value through customer satisfaction and ultimately
helping the company to increase the value of the product.

BRAND PERSONALITY
What it is

BRAND PERSONALITY
A set of human characteristics that are attributed to a
brand name. A brand personality is something to which
the consumer can relate, and an effective brand will
increase its brand equity by having a consistent set of
traits. This is the added-value that a brand gains, aside
from its functional benefits.

Brand personality or traits thus can be assigned to both

HUMANS and PRODUCTS.

1.EXCITEMENT
Daring: Daring, Trendy, Exciting
Spirited: Spirited, Cool, Young
Imaginative: Imaginative, Unique
Up-to-date: Up-to-date, Independent, Contemporary

4.SOPHISTICATION:
Upper Class: Upper class, Glamorous, Good-looking.
Charming: Charming, feminine, smooth.

5.RUGGEDNESS:

2.SINCERITY:

Down to earth: Down to earth, Family oriented, Small

town.
Honest: Honest, Sincere, Real.
Wholesome: Wholesome, Original.
Cheerful: Cheerful, Sentimental, Friendly.

3.COMPETENCE:
Reliable: Reliable, Hard-working, Secure.
Intelligent: Intelligent, Technical, and Corporate.
Successful: Successful, Leader, Confident.

Outdoorsy: Outdoorsy, Masculine

Tough: Tough,
Rugged.

BRAND
PERSONALITY

SINCERITY

EXCITEMEN
T

COMPETENC
E

SOPHISTICATI
ON

RUGGEDNES
S

DOWN TO
EARTH

DARING

SUCCESSFUL

CHARMING

TOUGH

CHEERFUL

UP TO DATE

INTELLIGENT

UPPER CLASS

OUTDOORSY

HONEST

SPIRITED

RELIABLE

WHOLESOM
E

IMAGINATIV
E

Characteristics Of BRAND PERSONALITY

Brand personality, like human personality, is both
distinctive and enduring and are built over a period of
time.
Refers to the outcome of all the consumers experiences
with the brand.
In other words, the brands personality is the weighted
average of previous impressions.
In consumers mind, these impressions merge to form an
overall concept of what to expect from brand.

Importance of Brand Personality

1) It is a vehicle for the customers to express their identity. For example, scooty
pep plus and Piyanka Chopra & Aliya Bhatt.
2) It forms the basis of the relationship between the Brand and the customers. For
example, Banks providing loan schemes for different categories of people.
3) It performs a functional benefits by effectively communicating the key
products attributes. For example, the Michelin Man represents the strong and
sturdy tyres of the Michelin company, the muscleman of MRF tyres denotes the
strength of the tyres, etc.
4) It contributes to building consumers preference and brand equity. For example,
the use of famous personalities like Sachin Tendulkar, Amitabh Bachchan etc. as
brand personalities helps in building customers preference for the Brand or the
product.

BRAND CHOICE AND BRAND

PERSONALITY
Actual Self

BRAND CHOICE

Situational Self

Aspirational Self

Thank You