Apparel Brand Management

Brand Personality

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Brand Personality

What is Brand Personality Scales of Brand Personality why use Brand Personality

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Brand Personality

What is Brand Personality Scales of Brand Personality why use Brand Personality

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Brand Personality
A brand personality is defined as the set of human characteristics associated with a given brand It includes such characteristics as gender, age, and socioeconomic class, as well as such classic human personality traits as warmth, concern, and sentimentality Brand personality is the personification of Brand Identity. Brand personality can be defined in simple terms as, what will happen if the brand becomes a person?
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Brand Personality - Example

Virginia Slims tends to be feminine in comparison to the masculine Marlboro Apple is considered young while IBM tends to be seen as older (in part because
it has been around longer)

Guess is considered sophisticated in

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

contrast to the rugged Wrangler. Nike is considered athletic, while LA Gear tends to be perceived as more fashionable Various brands like Amul, Tata and Lux have used metaphors and ambassadors for very powerful brand personality. Strong brands have strong personalities

Brand Personality

What is Brand Personality Scales of Brand Personality why use Brand Personality

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

There are two issues in building brand personalities The first is how to create the brand personality and the second is how to measure it With regard to the first, brand personalities are heavily built by advertising, using advertising characters, slogans, packaging, user imagery and other elements of the marketing mix

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

How to create a Brand personality? Brand personalities can be driven by productrelated or non-product related attributes For product-related attributes, we see if a brand is considered to be upper class and sophisticated, the Brand personality is also shown as sophisticated and upper class Similarly, if a brand is trying to show itself as weight conscious or weight controlling (Diet Coke) its Brand personality would be slim, sleek and athletic An intelligent brand like insurance or a bank would use a similar Brand personality and so would a loyal brand like Vodafone
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

How to Create Brand Personality

Brand Personality Drivers

Product-related Characteristics Product Category (Bank) Package (Gateway Computers) Price (Tiffany) Attributes (Coors Light) Non-Product-related Characteristics User Imagery (Levis 501) Sponsorships (Swatch) Symbol (Marlboro Country) Age (Kodak) Ad Style (Obsession) Country of Origin (Audi) Company Image (The Body Shop) CEO (Bill Gates of Microsoft) Celebrity Endorsers (Jell-O)

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

For non product-related attributes, effect on brand personality is through the following tools: User Imagery: it can be powerful tool for brand personality because the user is already a person and thus the difficulty of conceptualizing a brand personality reduced

Here the user imagery can be a person as a celebrity

using the product Coke chooses Hrithik roshan and Aamir khan as their endorsers while Pepsi has Shah rukh khan, Kareena, etc as their brand ambassadors so that users get to

see their own reflection in their icons by using the

product Surf, Ariel, etc. use common housewives as their brand ambassadors while laptop companies who executives using their brands
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

For non product-related attributes, effect on brand personality is through the following tools: Sponsorships: the activities that brand sponsors also products its Brand personality Sports brands or brands targeting youth like Pepsi and Coke often sponsor cricket tournaments Bournvita sponsored quizzing contests, Time of India sponsored the Lead India Campaign
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

For non product-related attributes, effect on brand personality is through the following tools:

Symbol: it is also a part of the identity of a brand; however, it can also be a powerful influence on the personality of the brand Pillsburry dough boy, Wipros blooming glower, or HMVs dog in front of a gramaphone, Marlboro cowboy or Bacardis Bat Symbols change: Bajaj and Bank of Baroda

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

For non product-related attributes, effect on brand personality is through the following tools: Country of Origin: some brands get added leverage from claiming to be from a country known for expertise in that category Sony often talks about its Japanese engineering, Fosters claims itself to be an Australian beer, Swiss watches as Switzerland
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Measuring Brand Personality The results of Aaker analysis revealed 5 major dimensions of brand personality, each of which has two or more personality traits associated with it

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Measuring Brand Personality Brand personality is essentially the face a company attaches to ties brand to convey its Brand identity. On a broad division the customers see brand under the above elements and their

sub-elements (personality trait)

Nokie 1100 and Navratna oil would come under the sincerity dimension (down to earth, Honest, Wholesome & Cheerful) for their economic and down-to-earth profile

Peter England would be a reasonable shirt

in terms of quality and price. A cheerful and wholesome face would be attached to McDonalds mainly due to their mascot and their economic price menu schemes
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Measuring Brand Personality Mountain Dew would come under excitement as it is promoted as a drink for

adventurers
Ferrari and Bently for their speed would come under excitement dimension Brands like Microsoft, Apple, IBM, Reliance, Tata, Google, Nike competence

would be the correct dimension for them

as they have been known for keeping to with the times, reliability, newer technologies and world-class engineering Reid & Taylor, Loreal and BlackBerry can

be added to sophistication while Enfield

Bullet, Harley-Davidson and Marlboro would add to ruggedness
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Measuring Brand Personality However in Indian context, the elements of Brand positioning are still ill defined So the personification is also segmentspecific like Maruti, uses family and affordability as its visuality for Maruti 800 In the FMCG category, the creation of Brand personality is difficult Lux has used beauty as a platform and all leading actresses of Bollywood to personify beauty
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Amul

The naughty, cheerful, friendly moppet is famous in the country and has been very successfully used as a brand personality. The brand is seen as reasonable and socially responsible (Amul is known for spoofing many things in news items). The creation of a girl as a metaphor, who is very naughty and full of fun, shows how a socially acceptable metaphor (a girl) can develop a positive brand image
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Bajaj Until recently the brand was projected with a patriotic face. Even the Hamara bajaj jingle was patriotic. It is only recently, after Bajajs repositioning that along with patriotism, Bajaj has tried to project itself as competitive too, which is decipherable form its slogan Distinctly Ahead

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Pepsi The company makes some of the costliest advertisements with biggest celebs, with Shahrukh, Sachin and Kareena as their Brand ambassadors, definitely the company identifies cool, youth and sporty as its Brand personality On the same line, Thums Up sees itself as a strong and bold brand and hence has Akshay kumar, Salman Khan and Bipasha Basu endorsing the brand

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Tata Indica From its slogan More car per car it tried to generate an honest and reliable brand personality MRF The tyre major has used Sachin T as its ambassador to delver its personality of high performance Its mascot show a muscleman, which signifies strength
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Maruti Versa

The car was projected as a family car, so it expressed its personality as spacious, adjustable and comfortable. Hence the brand choose Sr. and Jr. Bhachchan to endorse the brand Vodafone The brand claims to be loyal. Its has made and excellent use of the pug as its brand personality, which follows you wherever you go and also through zoo zoos
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Scales of Brand Personality

Tag Heuer It shows the biggest celebrities like SRK, Priyanka, Anna karnikova, Brad Pitt and Tiger woods wearing their watches Hence shows itself to be high class, sophisticated and the choice of the successful Rajdhoot The bike once used to be endorsed by Dharmendra promoting its ruggedness and toughness
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

Brand Personality

What is Brand Personality Scales of Brand Personality Why use Brand Personality

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

why use Brand Personality

Enriching understanding of the consumers perception and attitude towards the brand An effective brand personality can help in providing a

differentiating brand identity For guiding the communication effort, brand personality can carry forward a communication or a brand identity more effectively. A consumer gets the idea whether this brand suits to perception before even buying Brand personality also adds in creating brand equity
Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)

R E C A P: Brand Personality

What is Brand Personality Scales of Brand Personality Why use Brand Personality

Prof. Vikram Parekh on Brand Management (mailtovikram@yahoo.com)