BRAND PERSONALITY

It can be defined as a set of human characteristics associated with a Brand. It includes such characteristics as gender, age, & SEC as well as tra warmth, extrovert, introvert etc.

MEASURING BRAND PERSONALITY

A brand can be designed by: Demographic ----- age, gender, social class etc. Life Style ----- activities, interests & opinions. Human Traits ----- extrovert, introvert, dependability etc.

PERSONALITY SCALE ( Big Five )

1) SINCERITY a) Down to Earth b) Honest ----- Family oriented, Small town, Conventional & Blue collar (ex) Bajaj. ----- Sincere, Real, Ethical, Thoughtful, Caring, (ex) Tata. ----- Original, Genuine, Ageless, Classic, Old fashioned. (ex) Business India. ----- Sentimental, Friendly, Warm, Happy, (ex) Jet Airways, Singapore Airways. ------ Trendy, Exciting, Off-beat, Flashy, Provocative. (ex) Citi Bank. - ---- Cool, Young, Outgoing, Lively, Adventurous. (ex) Thumps-up ------ Unique, Humorous, Surprising, Artistic, Fun. (ex) Fewiquick. ------ Independent, Contemporary, Innovative, Aggressive. (ex) King Fisher

c)

Wholesome

d) Cheerful

2) EXCITMENT a) Daring
b) Spirited c)
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Imaginative

d) Up-to-Date

3) COMPETENCE

a) Reliable
b) Intelligent c) Successful
4) SOPHISTICATED

---- Hard working, Service, Efficient, Trustworthy, & Careful. ---- Technical, Corporate, & Serious. (L&T). ---- Leader, Confident, Influential. ( Hero Honda).

a) Upper class b) Charming

---- Glamorous, Good looking, Pretentious, Sophisticated. ( Allen solley). ---- Feminine, Smooth, Sexy, Gentle. ( Femina).

5) RUGGEDNESS a) Outdoorsy b) Tough

3

---- Masculine, Western, Active, Athletic. ( MRF ). ---- Rugged, Strong, No-nonsense. (CEAT).

Why use Brand Personality?

A) Enriching understanding.
B) Contributing to a Differentiating Identity. C) Guiding the communication Effort. Brand Personality Drivers a) Product Related Characteristics

Product Category. Package. Price. Attributes.

b) Non Product Related Characteristics

User Imagery.

Sponsorships. Symbol. Age. Advt. Style. Country of Origin. Co. Image. Celebrity. CEO

USER IMAGERY

It can be based on either typical users or idealized users. It can be powerful drivers of Brand personality, in part, because the user is already a person & thus the difficulty of conceptualizing the brand is reduced.

Brands can create a value proposition & basis for a relat by focusing on a particular social or reference group thr user imagery. Celebrity can also provide the basis for user imagery.

Levels of Personality

A) THE CORPORATE PERSONALITY.

B) THE PRODUCT DERIVED PERSONALITY.

C) THE ASPIRATION BASED PERSONALITY.

Steps for Strategic Personality

Envision the personality as extending seamlessly from the positioning. Weigh the alternatives with a single customer in mind. Focus personality on a core emotion. Make likability a high priority. Find room in the Brand Personality for confidence. Invest.

BRAND PERSONA QUESTIONS

1. Why do you consider brand X to be better than others? 2. If you see a person using brand X, what would you know about him or her? 3. If brand X were an actor, what kind of actor would it be & why? 4. What kind of animal best describes the brand? 5. If brand X were a dept. store, what store would it be & why?