Brand Personality

GROUP MEMBERS:
NIKITA JAIN
NISHIT KUMAR
RAVISH VERMA
SALUJA TIRKEY
SONALI MITTAL
VIJAY SIRESIYA

Brands under analysis

Mountain Dew

Amul

Flashback!!!!
Introduced in 1940
The original formula was invented by
Tennessee beverage bottlers Barney and
Ally Hartman
First slogan ya-hoo! Mountain dew. It'll
tickle yore innards
A revised formula was created by Bill
Bridgforth in 1958.
Mountain Dew was originally Southern
and/or Scots/Irish slang for moonshine (i.e.,
Homemade whiskey)

How Mountain Dew built its

brand personality

Advertisem
ent

Event
sponsorshi
ps

Social
media

Mountain Dew Ad

Print Ad

Mountain Dew Ad

Social Media

Events

hen we think of Mountain Dew.

Masculine

Tough

Mountain
Dew
Daring showed extreme sports in the
commercials and promos
Outdoorsy commercials shot outside
Tough impression of being tough to participate
in extreme sports
Masculine due to the male dominance in
advertisements

As per the survey by University of

Tennessee..
Personality Dimensions:
Respondents were shown a list of the
five personality dimensions and asked
to order the words from 1 to 5 (1 being
the most and 5 being the least) that
best describe Mountain Dews Brand.
Ranking

Personality
Dimension

Placement
Percentage

Excitement

100%

Ruggedness

83.3%

Competence

66.7%

Sophistication

50%

Sincerity

50%

Results of the survey..

Excitement : collectively ranked as the most

descriptive personality dimension of Mountain Dew.
Respondents felt that the commercials, which
mainly highlighted extreme sports, gave off an air of
excitement. They felt that theses commercials
served to excite the consumers about the drink by
displaying high energy.
Ruggedness: Respondents associated the word with
manliness and others with extreme behaviour.

Competence : Many respondents had varying

definitions of the word. Those that applied the word to
the brand felt that the commercials were
communicating that anyone who drank Mountain Dew
could also try their hand at extreme sports.

Sophistication : Many respondents felt that the word

didnt describe Mountain Dew at all. No one thought
that there was anything sophisticated about the
commercials.

Sincerity: it was seen

as the least
descriptive personality
dimension for
Mountain Dew. The
message conveyed in
the commercials that
Mountain Dew
consumers could
participate in the
extreme sports shown
came off as a lie.

Flashback!!!
Founded in 1946
Indian dairy cooperative, based at
Anand, Gujarat
Brand managed by a cooperative body,
the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is
jointly owned by 3 million milk producers
in Gujarat.
Amul spurred India's White Revolution,
which made the country the world's
largest producer of milk and milk

Official sponsor of Indian Olympic team

2012

Amul Sponsorships

When we think of Amul.

Amul Brand Personality

Evergreen- Amul still uses its same mascot (Amul girl) reflecting
that e brand never gets old.
Genuine advertisements are about the product attributes
Cheerful advertisements often happy and humorous
Down to Earth promos are never over the top or seem
impossible
Integration shows integration of rural and urban India.

Brand Personality helps :

1. In helping consumers express themselves and
their identity
2. In establishing relationship with consumer

If established successfully, it is difficult to

dislodge from the position.

Thank you!!!