SYED JAUN

HUSSAIN
MB2M-15-47

BRAND
PERSONALITY:
-Abrand personalityis something to which the
consumer can relate, and an effectivebrandwill
increase itsbrandequity by having a consistent set
of traits.
-This is the added-value that abrandgains, aside
from its functional benefits.
Aaker (1997) defined brand personality as a set of
human characteristics associated to a brand.
- For instance, the brand personality of Absolut
Vodka could be described as hip, cool and young
(Aaker, 1997).

SOME EXAMPLES

Marlboro is masculine while Virginia

Slims is feminine

IBM is older while Apple is younger

Tibet Snow Cream Today is oldfashioned while Fair & lovely is

trendier

The signal effect of a brand can be based

on the image of a generalized or typical user
of the brand and/or the personality of the
brand itself (Helgeson and Supphellen,
2004, p. 206).

DIMENSIONS(FRAMEWORK)

The Five Dimensions of Brand Personality by

Jennifer Aaker is a framework to describe
and measure the personality of a brand in
five core dimensions, each divided into a set
of facets. It is a model to describe the
profile of a brand by using an analogy with a
human being.

THE FIVE CORE DIMENSIONS AND THEIR

FACETS:

These are:
Sincerity (down-to-earth, honest,
wholesome, cheerful)
Excitement (daring, spirited, imaginative,
up-to-date)
Competence (reliable, intelligent,
successful)
Sophistication (upper class, charming)
Ruggedness (outdoorsy, tough)

CONTINUED.

Each facet is in turn measured by a set of

traits. The trait measurements are done
using a five point scale (1 = not at all
descriptive, 5 = extremely descriptive) rating
the extent to which each trait describes the
specific brand.

1-SINCERITY:

Sincere brands, dominate the world of classic

brands, Consumers perceive sincere brands as
being honest, not-exaggerating, truthful, and
cheerful
"Traits of nurturance, family-orientation, and
traditionalism, which have been positively related
to relationship strength and satisfaction are
characteristic of sincere personalities.
EXAMPLES:
Hallmark, Ford, and Coca-Cola

2-EXCITEMENT:

"Exciting brands", are built around qualities of

energy and youthfulness. Exciting brands attempt
to differentiate through unique advertising, cool
brand logos, atypical brand names, and hip
language.
EXAMPLE:
YAHOO!, Virgin, and MTV.

3-COMPETENCE:

The attributes represented by this brand

personality are intelligence, success,
reliability and expertise.
EXAMPLES:
Amex, CNN, IBM, Samsung.

4-SOPHISTICATION:

Companies that market a brand as

"sophisticated" hope to appeal to consumers
who want to feel charming, glamorous,
elegant and romantic.
EXAMPLE:
Lexus, Mercedes, Revlon

5-RUGGEDNESS:

Rugged brands are seen as outdoorsy and

tough.
EXAMPLES:
Levis, Malboro, Nikes

BRAND
ASSOCIATION
M.SAQIB
MB2M-15-31

BRAND ASSOCIATION

A brand association is any thing linked in a

memory to a brand
e.g. Thus McDonalds could be linked to a
character such as Ronald McDonald, a consumer segment
such as kids, a feeling such as having fun, a product
characteristic such as service, or a symbol such as a
Golden Arches.

BRAND ASSOCIATION

Brand association may be defined broadly as anything

that reminds someone of the brand e.g. Lumia

Brand associations are the attributes of the brand that

comes to customer mind when the brand is referred e.g.
Xerox

Brand association can also be defined as the degree to

which a specific product/services is recognized within
its product/service class/category e.g. Apple(i.Phone)

TYPES OF BRAND ASSOCIATION

Qualitative: Feeling of happiness after having coco cola

open happiness , Max Life pension
Quantitative: Less amount of vim liquid is required to
clean utensils
vim liquid
Absolute: Surf removes stain from cloths
daag ache hain
Relative: Rin does not provide whiteness like Ariel
Negative: Tata Nano is less preferable in terms of
security
Positive: Dew dar ke aage jeet hai
Hritik
Generic: Every detergent is called surf

THE VALUE OF BRAND

ASSOCIATIONS

LEVERAGING SECONDARY BRAND

ASSOCIATIONS TO BUILD BRAND EQUITY

CONTINUED..

Brands themselves may be linked to other

entities that have their own knowledge
structures in the minds of consumers.
Secondary brand associations may be quite
important to creating strong, favorable, and
unique associations or positive responses..

DIFFERENT MEANS TO LEVERAGE

SECONDARY BRAND ASSOCIATION

1. Companies (through branding strategies)

2. Countries or other geographic areas
(through identification of product origin)
3. Channels of distribution (through channel
strategy)
4. Other brands (through co-branding)
5. Characters (through licensing)
6. Spokespersons (through endorsements)
7. Events (through sponsorship)
8. Other third-party sources (through awards
or reviews)

THREE IMPORTANT FACTORS

Awareness and knowledge of the entity:

Meaningfulness of the knowledge of the

entity:

Transferability of the knowledge of the

entity:

SECONDARY BRAND
ASSOCIATION
Company
Three main branding options exist for a new
product:
1. Create a new brand.
2. Adopt or modify an existing brand.
3. Combine an existing and a new brand.

COUNTRY OF ORIGIN AND OTHER GEOGRAPHIC

AREAS
The world is becoming a cultural bazaar..
For example,
consider the following strongly linked brands and
countries:
Levis jeansUnited States ,
Chanel perfumeFrance,
Kikkoman soy sauceJapan
CadburyEngland
Barilla pastaItaly ,
Gucci shoes and pursesItaly
BMWGermany ,
Mont Blanc pensSwitzerland

I LOVE NEW YORK CAMPAIGN

SELLING BRANDS THE NEW

ZEALAND WAY

In November 2010, New Zealand was ranked

as the third-strongest country brand in the
world.

CHANNELS OF DISTRIBUTION
A differentiated brand significantly
contributes to the enhancement of firm
performance (Colucci et al., 2008; Madden
et al., 2006; Warlop et al., 2005).
Store personality has positive impact on
store loyalty

TAHA KHAN
DURRANI
MB2M-15-41

GUESS WHO?

HP (Hewlett Packard): An Americanmultinationalinformation technologycorporation founded by Bill Hewett

and David Packard providing products, technologies, software, solutions and services to consumers, smalland medium-sized businesses and large enterprises.

What Are Secondary Brand

Associations?

WHAT ARE SECONDARY BRAND

ASSOCIATIONS?
Marketing strategy of using certain aspects
or transferring entities of the brand to gain
brand equity

Company
Country
Co-Branding
Ingredient Branding
Celebrity Endorsement
Sponsorship

Secondary Brand Associations

COMPANY
Compaq
3 Com

Country Of Origin

Land of dreams
Land of opportunities
Land of money
America

CHANNELS

HP Website - Direct
Official Stores (PC World, Curry's) - Retail
SDG VAR

Co Branding
Beats by Dr Dre
Apple
NME

INGREDIENT BRANDING

Intel
Windows
NVidia
AMD

Celebrity Endorsements

Dr Dre
Gwen Stefani
Pharrell Williams
Jay Z

LICENSING

Madagascar
Kung Fu Panda
Shrek & Puss in Boots
Megamind

Sponsorships
Formula 1 (BMW Williams 2006) (Renault
Present)

Project Runaway Mondo Guerra

Walt Disney World'sEpcotPark'sMission:
SPACE

EVENTS

HP
HP
HP
HP

Software Universe +
Technology Forum +
Technology @ Work =
Discover

October 3, 2006

MUHAMMAD
HASSAAN
MB2-15-46

C0-BRANDING
o
o

Brand building or brand alliance

Two or more brand are combined into joint
product

EXAMPLES

TYPES OF CO-BRANDING

Ingredient co-branding
Composite co-branding
Joint venture co-branding
same-company co-branding

INGREDIENT CO-BRANDING

Using a renowned brand as an element in the

production of another renowned brand.
Example

COMPOSITE CO-BRANDING

Two well known brand combined and develop

the brand that could not be possible
individually.

JOINT VENTURE CO-BRANDING

two or more companies going for a strategic

alliance to present a product to the target
audience.
Example: British Airway and Citibank
formed a partnership offering a credit card where the
card owner will automatically become a member of the
British Airways Executive club.

ADVANTAGES

risk-sharing
generation of income
more sales income
greater customer trust on the product
better product image by association with
another renowned brand

WHEN CO BRANDING FAIL

Co-branding may fail when the two

products have different market and are
entirely different
If there is difference in visions and
missions of the two companies.

Thank you!