DYNAMICS OF BRAND PERSONALITY

BRAND
Refers to symbols such as name, logo, slogan, design etc. Customer experience represented by collection of images & ideas.

Brand Personality
 Expression of the core values & characteristics of a brand with emphasis on human personality traits e.g. friendly, intelligent, innovative  Process of transforming brand into a person or humanizing the brand.  Acts as brand differentiator &offers sustainable competitive advantage

EXAMPLES
 Brands having charisma extends well beyond their brands functional benefits

ORIGIN
 Hathaway, the manufacturer of brand of shirts, hired Ogilvys agency in 1951.  David Ogilvy created most successful & widely recognized brand personalities.  campaign showed the model in a series of situations in which he would have liked to find myself

BENEFITS
 Helps to identify the brand attitude & various dimensions of the personality .  Focus of Brand messages is on critical drivers that reflect the brands personality and distinguish it from competitors.  Helps to create greater depth and dimension for the brand

 Analysis of the fit between the use of celebrities and the brands personality to differentiate between right and wrong.  Management of the brands international personality and monitoring of valuable crosscultural personality traits.  Understanding which dimensions result in preference, differentiation, trust and loyalty.

ROLE OF BRAND PERSONALITY

WHAT PERSONALITY REVEALS ABOUT A BRAND

 Demonstrates a Brands Passion, Expertise & ultimate purpose  Touches & energies the motivation of the targeted Customer Segments  Projects the Brands Core Values and Beliefs  Describes how customers can expect to be treated.

Brand Personality is the voice behind Brands :

Values Functional Attributes Competitive Positioning

IBM vs. Corporate Formal Professional

Apple Individualists Freethinkers Innovative

vs.

Microsoft Aggressive Main-stream Arrogant

Environmental Design
 A brand is demonstrated through everything be: product design, merchandising, dcor, signature elements, background sounds & even smells.

Hot color communicates an aggressive, passionate personality

POWER BUILDING
 Plays role in introduction & growth of new brands to create noticeable differentiation
Young, trendy, stylish Provide better & different shopping experience compelling prices & clean-attractive stores

REFLECTIONS
 The perceptions, motivations, and values of its targeted customers must be reflected.  American Express
Sophisticated Dignified Educated

DIMENSIONS OF BRAND PERSONALITY

JENNIFER AAKER BRAND PERSONALITY FRAMEWORK

BRAND PERSONALITY

Sincerity

Excitement

Competence

Sophistication

Ruggedness

CREATING BRAND PERSONALITY

1) 2) 3) 4) Define the target audience Find out what they need, want and like Build a consumer personality profile Create the product personality to match that profile

E.g: Levi Strauss  masculine  youthful  rebellious

 individual  free  American

STRATEGIES TO CREATE BRAND PERSONALITY

Values and Characteristics of Brand Personality:
Tend to prefer brands that fit in with their self-concept. Like personalities that are similar to theirs, or to those whom they admire.

Company A Sophisticated Arrogant Efficient Self-centered Distant Disinterested

Company B Easy going Modest Helpful Caring Approachable Interested

STRATEGIES
 Making the Customer Connection:
Communicate the brands personality  Create the connection between customer and product  Give customers what they expect  Keep promises


INDIAN SCENARIO
 INPUT: personality that the marketer wishes to attach to his brand.  TAKE-AWAY: impression of that personality which actually enters the target consumers head.  In March 1989, several students at the Indian Institute of Management, Calcutta (IIMC), conducted small-scale surveys on the personalities of various brands, as part of their course on Advertising Management.

SURVEY INSTANT COFFEE

Nescafe was compared to Gold Cafe-both 100% pure instant coffees, both heavily advertised and both premium-priced.

    

Mr. Nescafe young man belonging to the Upper middle Class educated and professionally qualified ambitious and wants to go places of high caliber and full of self-confidence outgoing character

Mr. Gold caf  older person, possibly graying at the temples and excluding sophistication  achieved much in terms of prestige within his organization as also financial standing  nurse higher ambitions  learnt to control his emotions  sophistication is expressed in his finer tastes

COMMUNICATING BRAND PERSONALITY

Symbols & Logos

Logos should be:
 Unique

but easy to recognize  Worth remembering and represent ideas etc.  Look simple and yet capture wider meaning.  Relevant and in tune with the time.

Slogans / Punch Lines

 Enhance brand recall  Have strong linkage with brand's essence / key values  Convey a clear meaning or suggest something about product category / brand / values / features / benefits of the brand
Peter England - Honest Shirt (sincerity)  Bank of Rajasthan - Dare to Dream (Excitement)  Mahindra Scorpio - Nothing else will do (Ruggedness)


Tangible aspects of the Brand

 Package  Price
 Nirma  Medimix

Attitude & Tonality

Southwest Airlines every-man personality is evoked in their warm colors, their employee training, and their customer service interactions.  Cricket Wireless bright, lime green sofa communicates this brands relaxed, comfortable, residential personality. This residential cue supports the brands positioning that Cricket can be a replacement for your home phone.  Starbucks signature music cues a multicultural personality. You hear it youre aware of it. Additionally, their merchandise drives both brand identity and a unique flair interesting, inviting and personable.

ROLE OF ADVERSTISING

ADVERTISING IN CREATING BRAND PERSONALITY

 Helps brands to gain market share, command price premium  Key advertising elements:
 Endorser  User

imagery  Symbols  Execution elements

Endorser
 Celebrity enjoys instant recognition & goodwill that can be transferred to the brand.  Personality of the brand and celebrity should complement each other. Eg. Sachin stands for style, power play, technique and excellence or performance and so best for Boost.  Reliable celebrity ensures instant awareness, acceptability and positive attitude towards the brand, which is precursor to buying.  Indian celebrity can connect foreign brand with the Indian consumer with great effect. Eg. Big ' B' as brand Ambassador for Reid & Taylor

Endorser Amitabh Bacchan Sachin Rahul Dravid M.S. Dhoni Rani Mukherji

Attributes Resilent, professional, charismatic, unassuming Excellence, determination faith hard work Reliable, consistency Sheer power play Youthful, enthusiastic

User Imagery
 Who or what type of person, might use that product / brand. Raymonds ad (playing with puppies) focuses on soft side of man (i.e. caring and loving)  Communicates about the life style of the user. It results in userdriven 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.

Executional Elements
 Consist of elements like layout, colour etc (in print ads) and visual appeal, music  Intelligent and creative ads deliver brand personality.  Brand personality plays prominent role in product categories such as alcohol, cool drinks, and perfumes  Also acts as differentiator in case of Brand parity with respect to brand features.  Consumers have actual and ideal self concept, which has bearing on buying behavior. Self concept is sort of individual perception on his/her characteristics, abilities etc and also what others opinion on him/her is there.

CORPORATE BRAND PERSONALITY

CONCEPT
 What a company is and how it presents itself to the consumer are defined by its corporate brand personality. It is a form of brand personality specific to a corporate brand.  Procter & Gamble  Corporate brands will typically have a set of personality traits that is broader and differently composed than the set of personality traits for each product brand owned.  Can be defined in terms of the human characteristics or traits of the employees of a corporation as a whole.

CORPORATE BRAND PERSONALITY TRAITS

 Reflects the values, actions, and words of all employees of the corporation.  These dimensions reflect three distinct sets of personality traits that can guide employees in the organisation and influence how the company will be viewed by others.
Body

Heart

Mind

The company must be passionate about serving its customers and competing in the market and must have compassion for employees, stakeholders, and members of the communities in which it operates.
yA successful company must be creative in its approach to serving its customers and winning in the Creative market, while also adopting a disciplined approach that ensures appropriate and consistent actions Passionate across the organisation.

Body

Heart

Mind

Collaborative

Compassionate

The successful company must possess the agility to profitably react to changes in the market and also employ a collaborative approach that ensures it works well together inside and outside the company toward common goals.

Agile

Disciplined

CONCLUSION