Professional Documents
Culture Documents
Brand Personality
Brand Personality
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
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