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Module 3

Brand Personality
Brand Personality

Brand personality is a set of human characteristics that are


attributed to a brand name.
A brand personality is something to which the consumer can
relate; It reflects how people feel about a brand
An effective brand increases its brand equity by having a
consistent set of traits that a specific consumer segment
enjoys
Human Attributes
Brand Attributes
Scales of Brand Personality
1. The first is how to create the
personality
2. Second-How to measure it
How Brand Personalities
are Created
ProductRelated attributes
Non product related
How Brand Personality is
created
1. Product Attributes
2. User Imagery
3. Sponsorships
4. Age
5. Symbol
6. Package
How brand personalities are created

6.Country of Origin
7 CEO Image
Measuring Brand Personality
Brand Personality –Assessment-1
Brand Personality Assessment-2
Brand Personality Failures-
?
Why –Brand Personality-?
1.Enriching the understanding of the
consumers perception and attitude
towards the brand
2.To differentiate and to give an identity
3.It can carry forward the brand
communication more effectively
4.It enhances Brand equity.
Creating equity through Personality

Three ways by which brand personality


can create brand equity are as follows
1.The self expression Model
2.The Relationship Basis Model
3.The Functional Benefit Representation
Model
Self expression Model
The basic premise is that for some
customers some brands become
vehicles to express a part of their
identity
How Brands Helps Express Personality

1. Feelings: There can be set of feelings


and emotions attached to a brand
personality just as there are to a
person
2. Brand as a badge:A brand could serve
as consumers personal statement
3. The brand becomes part of the self
Relationship Basis Model
Some people may never aspire to have
a certain personality but would like to
have a relationship with one has that
FUNCTIONAL BENEFIT
REPRESENTATION MODEL
The personality can also be a vehicle
for representing and cueing functional
benefits and brand attributes. If done
well, it can capture the core value
proposition of the brand
This can be achieved through a symbol
or mascot
Brand Associations

Brand association is anything which is deep


seated in customer’s mind about the brand.

Brand association can also be defined as the degree


to which a specific product/service is recognized
within it’s product/service class/category.
How Brand Associations are formed
Customers contact with the organization and it’s employees;
Advertisements;
Word of mouth publicity;
Price at which the brand is sold;
Celebrity/big entity association;
Quality of the product;
Products and schemes offered by competitors;
Product class/category to which the brand belongs;
POP ( Point of purchase) displays; etc
Value of Brand Associations
1.Differentiate /Position
2.Reason to buy
3.Create positive attitude and feelings
4.Helps customers to retrieve information
5.It acts as the basis for extension
Types of Associations
Types of Associations
1.Product Attribute
-Most used positioning strategy is
to associate an object with a product attribute or
characteristic of the product
2.Customer Benefits
-Rational Benefits-Actual product
attributes
- Emotional Benefits-
Supports Attitude formation process
Types of Associations
3. Relative Pricing :
It is so useful and pervasive that it is
appropriate to consider it separately

4. User /Customer
Connecting the brand to a segment
of customers
Types of Associations
5. Celebrity /Person
Linking a celebrity with a brand can
transfer those associative to the brand
6.Product Class
7.Life styles /Personality
8.Competitors –Using them as the frame
of reference
Selecting , Creating and Maintaining
Associations
The three basics of brand association
1.Don’t try to be something you are not
2.Differentiate your brand from
competitors
3.Provide reasons that add value and /or
provide a reason to buy
Creating Associations
Identifying and managing signals
Customers often discount factual
information but they cope by using
signals or indicators
Understanding Unanticipated signals
How Signals are sent
1. Role of Promotions
2. Role of Publicity & Customer
Involvement
Maintaining Associations
1. Be consistent over time
2. Be Consistent with the marketing
programmes
Brand Revitalization
Brand Revitalisation is the marketing
strategy adopted when the product
reaches the maturity stage of product
life cycle , and profits have fallen
drastically.It is an attempt to bring the
product back in the market and secure
the sources of equity (i.e. Customers)
Why revitalization
1.Competition
2.Brand relevance
How Brand Revitalization is done

1.Increased use of product


2.Finding new customers
3.Enter into a new market
4.Repositioning
5.Augmentation
6. Customer Involvement

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