Identity and Personality Associations

8/7/2019 Identity and Personality Associations

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Creating a brand


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IDENTITY IMAGE

The way a company aims to

identify or position itself

The way the consumers

perceive the company


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A unique set of associations

Represents the Brand

Implies customer promise

Direction, purpose and meaning

Central to strategic vision


5/44

Aaker Model


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Extended

core

Brand As Product

1. Product Scope

2. ProductAttributes

3. Quality/Value

4. Uses

5. Users

6. Country

Brand asOrganization

1. OrganizationalAttributes

2. Local vs.Global

Brand AsPerson

1. Personality

2. Brand-

customerrelationship

Brand AsSymbol

1. VisualImagery andmetaphors

2. BrandHreritage


7/44

Defined by product attributes

Important influencer

Linked to user requirements-product experience.Six dimensions to this group


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Brand as organization attributes.Less tangible and more subjective.Attributes

CRM

Innovation

Perceived quality

Visibility and Presence

Contribute towards value propositionsand customer relationships.

2 dimension to the group


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Brand withhuman traits

Becomes a vehicle for customers to

express th

eir own personalities2 dimensions to the group


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Captures almost anything that represents

the brand.

Recognizable, meaningful and trustfulVisual metaphor

2 dimensions to the group


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Kapferer Model


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Physique An exterior facet communicating physical specificities,colour, form and brand qualities

Personality is same as Aaker, it answers the question whathappens to this brand when it becomes a person?

Culture symbolizes the organization, its country-of-origin and thevalues it stands for.

Relationship is the base of interaction between consumer and theorganisation.

Reflection is the way the customer wishes to be seen as a result ofusing a brand. the target outward's mirror

Self-image is what the consumer think ofhimself.


14/44

Physique: Communication device, hi technology, performance,design, interchangeable/ colorful covers, premium materials andgraphics, user friendly software, big display, no antenna, comfortable

forms,electronic visual identifierN

okia blue andN

okia logo.Personality: Innovative, fun, committed, reliable, trendy, involved, highachiever, honest, socially accountable and progressive.

Culture: Communication, respect for the individual, innovation,reliability, customer focus, customer satisfaction, cutting edge

communications technology and global.


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Relationship:Connecting people.

Reflection: Young, sophisticated, cool, fun, fashion and statusconcerned.

Self-image: Young, trendy, sophisticated, able to buy (symbol ofsocial status), innovative and technology aware.


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Adidas vs Nike


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Adidas

Picture of Sender

Picture of Receiver

Personality

Traditional, conservative,

collective

Physique

Sports and fitness

Relationship

Quality and heritage

Culture

European,Traditional

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nReflection

True sportsmanship,A

good team player, Strong

work ethic

SelfImageRelates more to

competing than to

winning


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Nike

Picture of Sender

Picture of Receiver

Personality

Like Jordan, Woods

Physique

Sports and fitness

Relationship

Sponsorship, ethics

Culture

American, Just do it!

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ReflectionAggressive, provocation,

in- your face

SelfImageCool, I am an athlete


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Adidas

Picture ofSender

Picture ofReceiver

Personality

Traditional,

conservative,

collective

Physique

Sports and

fitness

Relationship

Quality and

heritage

CultureEuropean,

Traditional

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n Reflection

True sportsmanship,A good

team player, Strong work

ethic

Self Image

Relates more to competing

than to winning

Nike

Picture ofSender

Picture ofReceiver

Physique

Sports and

fitness I

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Personality

Like Jordan,

Woods

Relationship

Sponsorship,

ethics

CultureAmerican, Just

do it!

Reflection

Aggressive, provocation,

in- your face

Self Image

Cool, I am an

athlete

Comparative

Analysis


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Three aspects Attributes

Consequences

Personality


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Traits of Human personality Physical

Demographic

Traits

Value

Brand personality as an Enabler

Relate to a brand like we relate to people


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Similar traits for a brand Physical:character,symbols, type of user etc

Demographic:Reid & Taylor v/s Grasim

Value:Brand Values attract consumers with

similar life values

x E.g.:Bud Light

x Consumers: young: fun and excitement

x Bud light Personality:Party animal

x Mnemonic : Spuds Mckenzie


24/44

Traits:The Big Five

x Extraversion/Introversion

x E.g.:adventurous-cautious, sociable-reclusive

x Agreeablenessx E.g.:good natured-irritable, gentle-headstrong

x Conscientiousness

x E.g.: responsible-undependable, tidy-careless

x Emotional Stability

x E.g.:composed-excitable, calm-anxious

x Culture

x E.g.: refined-crude, imaginative-simple


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Marketer/Consumer


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Creates Differentiation

Gain Market Share

D

emand High

er PriceAdds to Brand Equity


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TOTHE FIRM TOTHE CUSTOMER

Higher Sales price

Access to distribution

Strong Shelf space

Consumer Awareness

Loyalty

Brand extensions

Double edged

Increases confidence in

purchase decision

Enables interpretation and

processing of information

Improves post usage

satisfaction


29/44

Reinforces self identity Brand Personality gives meaning

Consumer acquires/assimilates the same

Ideal or aspirational personality

Creates Social Value Defines a sense of group


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Maximum Importance: Situations Social signaling value

Relative scarcity

Ambiguity of quality

Susceptibility to symbolism

x High self monitors

x Low self monitors


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Implementing Brand Personality Strategy


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Researching symbolic associations

Deciding a brand personality

Execution of the desired personality


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Research


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35/44

Photo picks

Fisheye-Indian Terrain

Free Association

Ogilvy- Hutch

Sentence completion

Burger King

Visual setting

Coors/Lowenbrau

Psychodrama:

McCann-Erickson

Pilsbury-Duncan Hines

Cross association Young & Rubicam

Titan Raga

x Cosmopolitan

x Page 3x Sex & the city


36/44

Targeting a brand personality


37/44

Correspond to Ideal brand personality

Competitive brand personalities

Relate to the Brand Promise Nike :competition, determination, winning

Athletes


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Demographic

Values

Caveat Constant tracking

Change over Time

Change over Circumstance


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Execution


40/44

Multiple contributors

Advertising

Corporate Rep

Pricing Packaging

Promotions

Key Advertising

elements

Endorser

Execution elements Symbols

Consistency


41/44

Choice of endorser crucial

Repetition personality transfer

Celebrity Pierce Brosnan- Omega

Character Marlboro man

Casting crucial


42/44

Imagery portrayed in advertising Setting

Props

Theme

Characterisation

Example:Rolling stone


43/44

Music

Visual Direction

Pace

Layout

Cinematography


44/44

Brand Mnemonic

Appropriate associations ING Vysa: Lion

Camel: Joe Camel

Documents

Identity and Personality Associations