Professional Documents
Culture Documents
OF BRAND
PERSONALIT
Y
BRAND
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
PERSONALIT
Y
JENNIFER AAKER BRAND
PERSONALITY FRAMEWORK
BRAND
PERSONALITY
Arrogant Modest
Efficient Helpful
Self-centered Caring
Distant Approachable
Disinterested Interested
STRATEGIES
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 consumer’s head.
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
brand’s relaxed, comfortable, residential personality. This
“residential” cue supports the brand’s positioning that Cricket can be a
replacement for your home phone.
Starbucks’ signature music cues a multicultural personality. You hear
it … you’re aware of it. Additionally, their merchandise drives both
brand identity and a unique flair – interesting, inviting and personable.
ROLE OF
ADVERSTISIN
G
ADVERTISING IN CREATING
BRAND PERSONALITY
Helps brands to gain market share,
command price premium
Key advertising elements:
Endorser
Userimagery
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 Attributes
Amitabh Bacchan - Resilent, professional, charismatic, unassuming
Sachin - Excellence, determination faith hard work
Rahul Dravid - Reliable, consistency
M.S. Dhoni - Sheer power play
Rani Mukherji - Youthful, enthusiastic
User Imagery
Who or what type of person,
might use that product / brand.
Raymond’s ad (playing with
puppies) focuses on soft side of
man (i.e. caring and loving)
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
PERSONALIT
Y
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.