ERSONALITYWayne Rooney

A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION

THIS IMPLIES THAT BRAND IS BY INDIVIDUALS, AND NOT BY COMPANIES, MARKETS, OR PUBLICS

Brand Personality

A Common Thread

that links a brand to an individual(target audience)

-ankur chandel 2098 B.C.

Identity as a term refers to background and facts in most languages. Your identity is aboutcharacteristics you share with others, like the country and culture you come from, yourrace, your religion, and facts, like the place where you live.In communication it mostly refers to your true inner self - as a company or a brand.

“…having an identity means being who you are, following your own, determined, butindividual path”. Be who you are. This is the paradigm of identity.The concept of brand personality combines inside-out and outside-in; identity and image.A personality has it’s roots in the identity but is strongly externally focused. It is not ‘bewho your are’. Personality is: Become who you should be…”

We use brand personality to bring brand strategy to life. Don’t forget, consumers demanda brand of flesh and blood. The consumer will treat your brand like you treat theconsumer. If your brand has no personality and no warmth, the consumer will treat itlikewise: zero loyalty, high price sensitivity.

HOW BRAND PERSONALITY IS DIFFERENT FROM BRAND IDENTITY..??

WHAT IS BRAND PERSONALITY

BRAND PERSONALITY IS A SET OF HUMAN CHARACTERISTICS ASSOCIATED WITH A BRAND

PERSONALITY IS HOW THE BRAND BEHAVES

& INCLUDES - GENDER, AGE, SOCIO-ECONOMIC CLASS,PSYCHOGRAPHIC, EMOTIONAL CHARACTERISTICS

Brand Personality,like human personality, is both

distinctive and enduring- Both are built over a period of time

REFERS TO THE OUTCOME OF ALL THE CONSUMER’S EXPERIENCES WITH THE BRAND.

PERSONALITY IS THE CONCEPT TO GIVE

life TO A BRAND, TO MANAGE

‘IDENTITY AND IMAGE’

TO CREATE likeability

Brands : Personality Thumbs up : Bravery / daring Amul : HumourMTV : Wacky Indiakings : Sophistication (upper class) Woodlands : Ruggedness & outdoorsy Mahindra Scorpio : RuggednessMarlboro : Ruggedness Ruff & Tuff : Bravery Sona chandi Chavanprash : BraveryBritania little hearts : Love & AffectionMoods : Sensitivity Liril : Freshness & Lime Lux : Beauty, softness Dove : Softness Bisleri : Safety Bajaj Pulsar : PowerYamaha : Power Titan : Style, elegance Cinthol : Freshness Mysore Sandal : TraditionalMedimix : Traditional

Brand personality enables to establish relationship between brand &consumer with emotional content. The degree of proximity between brandand consumer personality, will influence the purchase intension and brandloyalty. Brands need to update personality to stay contemporary andrelevant, as target audience personality may change over a period of time,due to changes in cultural, economic, media exposure etc. Brandpersonality should not be confused with target audience characteristics.

Endorser AttributesAmitabh Bacchan - Resilient, professional, charismatic unassumingSharukh Khan - Youth Icon. Stylish, successfulSachin - Excellence, determination, faith, hard workRahul Dravid - Mr. Dependable , Reliable, ConsistencyVirender Sehawag - SwashbucklingM.S. Dhoni - Sheer power play

Nokia – Powerful technology brand'Nokia' one the world's most valuable brandhas distinct personality. The slogans.' We callthis human technology', 'only Nokia humantechnology enables you to get more out oflife' and 'connecting people'emphasize human side of technology,thereby resulting in brand personality oftrusted friend. It also stands for reliability andquality.

The Brand Personality Dimensions of Jennifer Aaker is a framework to describe and measure the ‘personality’ of a brand in 5 core dimensions.

BRNAD PERSONALITY

SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATION RUGGEDNESS

DOWN TO EARTH

HONEST

WHOLESOME

CHEERFUL

DARING

SPIRITED

IMAGINATIVE

UP-TO-DATE

TOUGH

RELIABLE

INTELLIGENT

SUCCESSFUL

UPPER CLASS

CHARMING

OUTDOORSY

BRAND INDIA

1990

2003BRAND DUBAI

Man-made Palm Island Tallest bldg in world Tallest hotel in world

VODAFONE ….PERSONALITY OF A DOG …. FAITHFULL…ALWAYS FOLLOWING ….EVERYWHERE

AND THAT’S WHAT CUSTOMER WANTSTHERE NETWORK TO BE LIKE

UTV BINDASS CHANNEL,THAT TARGETS ITSELF ATTHE YOUTH, HASLAUNCHED A NEWCAMPAIGN. TITLED 'WHAT IAM', THE INITIATIVE AIMSTO SPEAK ABOUT THEYOUTH, WHO ARE USUALLYPORTRAYED ASIRRESPONSIBLE, CARELESS,UNFOCUSED, IMMATUREINDIVIDUALS, AS PEOPLEWHO ARE RESPONSIBLE,MORALLY SOUND, HARD-WORKING, COOL ANDFOCUSED ABOUT LIFE ANDTHEIR CAREER.

SAID HEATHER GUPTA, CHANNEL HEAD, UTV BINDASS, "BINDASS THE BRAND HAS ITS OWN UNIQUE ATTITUDE –“PERSONALITY”; IT IS TARGETED AT THE YOUTH. HOWEVER, IT HAS ALWAYS BEEN THE CASE THAT THE YOUTH, OURTARGET, HAS BEEN MISUNDERSTOOD. THE CAMPAIGN WE HAVE UNVEILED VOICES THE YOUTH'S THOUGHTS.

IT SAYS "DON'T JUDGE ME. I AM AS I AM, TAKE IT OR LEAVE IT.“

CONNECTING PERSONALITIES

Powered BY:Jyotsna Varun (v.jyotsna@yahoo.com)

Ankur Chandel (ankurchandel@ymail.com)

MBA (08-10), BCIPS

GGSIP Univ.