Brand PersonalityBrand Personality

Reported By: Stephanie B. Bonifacio

What is Brand PersonalityWhat is Brand Personality

►Brand Personality is a set of human Brand Personality is a set of human characteristics associated with a brand.characteristics associated with a brand.

►Personality is how the brand behaves.Personality is how the brand behaves.

►Gender, age, socio-economic class, Gender, age, socio-economic class, psychographic, emotional psychographic, emotional characteristics.characteristics.

►Brand personality is what distinguishes Brand personality is what distinguishes one brand from another or a particular one brand from another or a particular brand from a product.brand from a product.

► It is easier to intuitively understand It is easier to intuitively understand brand personality rather than define itbrand personality rather than define it

About Brand PersonalityAbout Brand Personality

►Brand Personality is the weighted average Brand Personality is the weighted average of previous impressions.of previous impressions.

►Brand Personality is searched by brand Brand Personality is searched by brand strategies and researchers.strategies and researchers.

► In consumer’s mind, these impressions In consumer’s mind, these impressions merge to form an overall concept of what to merge to form an overall concept of what to expect from a brand.expect from a brand.

►Brand Personality like human personality is Brand Personality like human personality is both distinctive and enduring.both distinctive and enduring. Both are built over a period of time.Both are built over a period of time.

Brand Personality Scale Brand Personality Scale MeasuresMeasures

► 5 Personality factors namely are5 Personality factors namely are

1.1. SinceritySincerity

2.2. ExcitementExcitement

3.3. CompetenceCompetence

4.4. SophisticationSophistication

5.5. RuggednessRuggedness

► Each personality factor composed of Each personality factor composed of several sub-factors which is illustrated several sub-factors which is illustrated below as a brand personality scale.below as a brand personality scale.

1.1. SinceritySincerity

► Down to EarthDown to Earth► HonestHonest► WholesomeWholesome► CheerfulCheerful

Brand personality of DABURBrand personality of DABUR

►Strong heritageStrong heritage►Herbal or ayurvedic benefitHerbal or ayurvedic benefit►HealthyHealthy►NurturingNurturing

2. Excitement2. Excitement

► DaringDaring► SpiritedSpirited► ImaginativeImaginative► Up-to-dateUp-to-date

3. Competence3. Competence

►ReliableReliable►IntelligentIntelligent►SuccessfulSuccessful

Inspire a leadership Inspire a leadership brandbrand

4. Sophistication4. Sophistication

►Upper ClassUpper Class►CharmingCharming

What we buy often speaks What we buy often speaks about ourselvesabout ourselves

► Van HeusenVan Heusen

5. Ruggedness5. Ruggedness

►OutdoorsyOutdoorsy►ToughTough

Brand Personality SymbolismBrand Personality Symbolism

► The Marlboro Man is The Marlboro Man is one of the most one of the most famous and famous and controversial ads of controversial ads of all timeall time

The Marlboro Man represents/is:The Marlboro Man represents/is:

► Being a cowboy (a boy’s Being a cowboy (a boy’s fantasy) fantasy)

► CoolCool► IndependenceIndependence► Rugged/ToughRugged/Tough► AbilityAbility► StyleStyle► SteadinessSteadiness► FearlessFearless

Some ExamplesSome Examples

►Marlboro is “masculine” while Marlboro is “masculine” while Blackbath is “feminine”Blackbath is “feminine”

►Microsoft is older while Apple is Microsoft is older while Apple is younger.younger.

►Coca-Cola is “conforming” while Coca-Cola is “conforming” while Pepsi Cola is “irreverent”Pepsi Cola is “irreverent”

Notable examplesNotable examples

► Jollibee - child friendly, affordable, and Jollibee - child friendly, affordable, and family oriented.family oriented.

► Red Horse Beer – masculinity, strong and Red Horse Beer – masculinity, strong and tough.tough.

► Levi’s – Rebellion, sensuality, being cool.Levi’s – Rebellion, sensuality, being cool.

► Axe – Seduction, masculinity, and Axe – Seduction, masculinity, and individuality.individuality.

Why use brand personality?Why use brand personality?

► Guides Communication EffortGuides Communication Effort Communicates brand identity with richness and texture.Communicates brand identity with richness and texture.

► Creates Brand EquityCreates Brand Equity Builds long-term brand equity.Builds long-term brand equity. Serves as powerful relationship device.Serves as powerful relationship device.

► Contributes to differentiating IdentityContributes to differentiating Identity Can differentiate brands especially when brands are similar in Can differentiate brands especially when brands are similar in

product attributes.product attributes. Example: BMW(luxury) vs Volkswagen (family)Example: BMW(luxury) vs Volkswagen (family)

► Enriches UnderstandingEnriches Understanding Helps gain an in-depth understanding of consumer perceptions Helps gain an in-depth understanding of consumer perceptions

of and attitudes towards the brand.of and attitudes towards the brand. Can provide more insights than is gained by asking about Can provide more insights than is gained by asking about

attribute perceptions.attribute perceptions.

Elements of Brand PersonalityElements of Brand Personality

Appeals to the reason

(Beliefs)

sensible, practical,

hardworking, affordableefficient

Appeals to the senses

(Reactions)

stylish, sizzling,

tasty, attractive

Appeals to the

emotions(Feelings)

warm, caring,

fun,exciting, trendy, trusted

Appeals to the

Self- image(Associations)

asp rational, status-conscious,

cult figure, macho

Rational Sensory Emotional Symbolic

Brand Values