Topic - The Role of Advertising in creating Brand Personality

Advertising is one of the key elements in building a brand personality, which is equally important to the marketer & consumers. Brand personality is distinct, non preemptive, enduring and associates the brand with certain values. Brand personality acts a potent brand differentiator and offers sustainable competitive advantage. Advertising by creating or reinforcing a brands personality enhances brand value or equity, which in turn can be leveraged through brand extension. Brand personality also helps brands to gain market share, command price premium and insulates from discounting brands. onsumers as part of self!defining process use possessions to describe themselves and also to which group they belong, especially in socially conspicuous product categories such as clothing, automobiles etc. Brands make personality statements" users associate a brand with a strong personality. #ey advertising elements such as endorser, user imagery, symbols and execution elements contribute to Brand personality.

Why this topic?

$uman beings have a personality, which is essentially a summation of traits. Brand personality can be defined in several ways, with emphasis on emotion, human and tangible aspects of the brand. %t can also be defined as sum of the tangible and intangible aspects of the brand. Brand personality, is process of transforming the brand into a person or humani&ing the brand. 'hus brands can also have characteristics ()x* +ex, ,ender, skills & abilities etc-. .arketers deliver the personality using advertising, features, packaging etc. /sers and non users differ in perceptions with respect to Brand personality" users attach a distinct personality to the brand. )stablished brands have unique personality which is generally consistent and may be implicit. Brand personality enables to establish relationship between brand & consumer with emotional content. 'he degree of proximity between brand and consumer personality, will influence the purchase intention and brand loyalty. Brands need to update personality to stay contemporary and relevant, as target audience personality may change over a period of time, due to changes in cultural, economic, media etc. Brand personality should not be confused with target audience characteristics. 0ersonality may be existing or inspirational.. 0ro1ective techniques can be used to describe brands. onsumers can be asked to associate the brand, with ad1ectives (word association, sentence completion etc.) and also can be asked about user imagery.

%t will help in analy&ing the strategies of effective brand building and managing the same with reference to acquiring optimum customer value for long run competitive gains.

$elps in studying the impact of advertising in deriving consumer preferences.

Relevance to the course

'he topic The Role of advertising in creating brand personality was chosen after extensive research of various articles, 1ournals, books, research papers and websites. %t has a significant relevance to our course since it covers the most basic sub1ects like advertising, brand management, consumer behavior. Brand In tore !o""unication - %n store advertising delivers a message through repeated visual forced impressions, creating a brand awareness that is unbeatable in any advertising medium. $ence this topic will give us a thorough idea as to what is required for advertising in store of a brand and how it affects the brand image. Brand #anage"ent - 'his topic highlights the marketing tools which will ensure effective brand management as this sub1ect involves detailed analysis of the competitive brands in the market, identifying the needs of the consumer and devising the promotional tools required to highlight the unique selling proposition (/+0- of the brand. !onsu"er Behaviour ! 'his study also be considering consumer perceptions and their demands from the brands. 'his will help us in understanding consumer expectations and what goes behind choosing one brand over another. %t will also look into the fact, how a consumer connects with a brand

2riven by the competitive environment in fashion business, it has been reali&ed that there is a need for effective advertising in creating brand personality.