DYNAMICS OF

BRAND
PERSONALITY
BRAND
⚫Refers to symbols such as name,
logo, slogan, design etc.

⚫Customer experience
represented by collection of
images & ideas.
 Brand Personality
⚫Expression of the core values &
characteristics of a brand with emphasis on
human personality traits e.g. friendly,
intelligent, innovative

⚫Process of transforming brand into a person

or humanizing the brand.

⚫Acts as brand differentiator &offers

sustainable competitive advantage
 EXAMPLES
⚫ Brands having charisma extends well beyond their
brand’s functional benefits
 ORIGIN
⚫Hathaway, the manufacturer of brand of shirts,
hired Ogilvy’s agency in 1951.

⚫David Ogilvy created most successful & widely

recognized brand personalities.

⚫campaign showed the model in a series of situations

in which he would have liked to find myself
 BENEFITS
⚫Helps to identify the brand attitude & various
dimensions of the personality .

⚫Focus of Brand messages is on critical drivers that

reflect the brand’s personality and distinguish it from
competitors.

⚫Helps to create greater depth and dimension for the

brand
⚫Analysis of the fit between the use of
celebrities and the brand’s personality to
differentiate between right and wrong.

⚫Management of the brand’s international

personality and monitoring of valuable cross-
cultural personality traits.

⚫Understanding which dimensions result in

preference, differentiation, trust and loyalty.
ROLE OF
BRAND
PERSONALITY
WHAT PERSONALITY REVEALS ABOUT A BRAND
⚫ Demonstrates a Brand’s Passion, Expertise &
ultimate purpose

⚫ Touches & energies the motivation of the

targeted Customer Segments

⚫ Projects the Brand’s Core Values and Beliefs

⚫ Describes how customer’s can expect to be

treated.
 Brand Personality is the “voice” behind Brand’s :
● Values
● Functional Attributes
● Competitive Positioning

IBM vs. Apple vs.

Microsoft
Corporate Individualists
Formal Aggressive
Freethinkers
Professional Innovative Main-stream
Arrogant
 Environmental Design
⚫A brand is demonstrated through everything be:
product design, merchandising, décor, signature
elements, background sounds & even smells.

Hot color
communicates
an aggressive,
passionate
personality
 POWER BUILDING
⚫Plays role in introduction & growth of new brands
to create noticeable differentiation

• Young, trendy,
stylish
• Provide better &
different shopping
experience
• compelling prices &
clean-attractive
stores
REFLECTIONS
⚫The perceptions, motivations, and values of its
targeted customers must be reflected.

⮚American Express

• Sophisticated
• Dignified
• Educated
DIMENSIONS
OF BRAND
PERSONALITY
JENNIFER AAKER BRAND
PERSONALITY FRAMEWORK
CREATING BRAND PERSONALITY
1) Define the target audience
2) Find out what they need, want and like
3) Build a consumer personality profile
4) Create the product personality to match that
profile

E.g: Levi Strauss

⚫ individual
⚫ masculine
⚫ free
⚫ youthful
⚫ American
⚫ rebellious
 STRATEGIES TO CREATE BRAND
PERSONALITY
⚫Values and Characteristics of
Brand Personality:

❖Tend to prefer brands that fit in with their self-

concept.

❖Like personalities that are similar to theirs, or to

those whom they admire.
Company A Company B

Sophisticated Easy going

Arrogant Modest

Efficient Helpful

Self-centered Caring

Distant Approachable

Disinterested Interested
STRATEGIES
⚫Making the Customer Connection:

⚫ Communicate the brand’s personality

⚫ Create the connection between customer and product

⚫ Give customers what they expect

⚫ Keep promises
 INDIAN SCENARIO
⚫INPUT: personality that the marketer wishes to
attach to his brand.
⚫TAKE-AWAY: impression of that personality which
actually enters the target consumer’s head.

⚫In March 1989, several students at the Indian

Institute of Management, Calcutta (IIMC),
conducted small-scale surveys on the personalities
of various brands, as part of their course on
Advertising Management.
 SURVEY – INSTANT COFFEE
Nescafe was compared to Gold Cafe-both 100% pure instant
coffees, both heavily advertised and both premium-priced.
Mr. Nescafe Mr. Gold café
⚫ young man belonging to ❖ older person, possibly graying
the Upper middle Class at the temples and excluding
⚫ educated and sophistication
professionally qualified ❖ achieved much in terms of
⚫ ambitious and ‘wants to go prestige within his
places’ organization as also financial
⚫ of high caliber and full of
standing
self-confidence ❖ nurse higher ambitions
⚫ outgoing character ❖ learnt to control his emotions
❖ sophistication is expressed in
his finer tastes
COMMUNICATIN
G BRAND
PERSONALITY
 Symbols & Logos
Logos should be:
⚫ Unique but easy to recognize
⚫ Worth remembering and represent ideas etc.
⚫ Look simple and yet capture wider meaning.
⚫ Relevant and in tune with the time.
 Slogans / Punch Lines
⚫Enhance brand recall
⚫Have strong linkage with brand's essence / key
values
⚫Convey a clear meaning or suggest something
about product category / brand / values /
features / benefits of the brand
⚫ Peter England - Honest Shirt (sincerity)
⚫ Bank of Rajasthan - Dare to Dream (Excitement)
⚫ Mahindra Scorpio - Nothing else will do
(Ruggedness)
Tangible aspects of the Brand
⚫Package
⚫Price
⚫ Nirma
⚫ Medimix
 Attitude & Tonality
✔Southwest Airlines’ “every-man” personality is
evoked in their warm colors, their employee
training, and their customer service interactions.
⚫Cricket Wireless’ “bright, lime green sofa”
communicates this brand’s relaxed, comfortable,
residential personality. This “residential” cue supports
the brand’s positioning that Cricket can be a
replacement for your home phone.
⚫Starbucks’ signature music cues a multicultural
personality. You hear it … you’re aware of it.
Additionally, their merchandise drives both brand
identity and a unique flair – interesting, inviting and
personable.
ROLE OF
ADVERSTISING
 ADVERTISING IN CREATING BRAND
PERSONALITY
⚫Helps brands to gain market share, command price
premium
⚫Key advertising elements:
⚫ Endorser
⚫ User imagery
⚫ Symbols
⚫ Execution elements
 Endorser
⚫ Celebrity enjoys instant recognition & goodwill that can be
transferred to the brand.
⚫ Personality of the brand and celebrity should complement each
other. Eg. Sachin stands for style, power play, technique and
excellence or performance and so best for Boost.
⚫ Reliable celebrity ensures instant awareness, acceptability and
positive attitude towards the brand, which is precursor to buying.
⚫ Indian celebrity can connect foreign brand with the Indian
consumer with great effect. Eg. Big ' B' as brand Ambassador for
Reid & Taylor

Endorser Attributes
Amitabh Bacchan - Resilent, professional, charismatic,
unassuming
Sachin - Excellence, determination faith hard work
Rahul Dravid - Reliable, consistency
M.S. Dhoni - Sheer power play
Rani Mukherji - Youthful, enthusiastic
 User Imagery
⚫ Who or what type of person,
might use that product / brand.
Raymond’s ad (playing with
puppies) focuses on soft side of
man (i.e. caring and loving)

⚫ Communicates about the life

style of the user. It results in
user-driven image which is
transferred to the Brand. Brand
personality needs to be updated
with change in user imagery
and information so that the
brand remains contemporary
and relevant.
 Executional Elements
⚫ Consist of elements like layout, colour etc (in print ads)
and visual appeal, music

⚫ Intelligent and creative ads deliver brand personality.

⚫ Brand personality plays prominent role in product categories

such as alcohol, cool drinks, and perfumes

⚫ Also acts as differentiator in case of Brand parity with

respect to brand features.

⚫ Consumers have actual and ideal self concept, which has

bearing on buying behavior. Self concept is sort of
individual perception on his/her characteristics, abilities etc
and also what others opinion on him/her is there.
CORPORATE
BRAND
PERSONALITY
 CONCEPT
⚫ What a company is and how it presents itself to the
consumer are defined by its corporate brand personality.
It is a form of brand personality specific to a corporate
brand.

⚫ Procter & Gamble

⚫ Corporate brands will typically have a set of personality

traits that is broader and differently composed than the
set of personality traits for each product brand owned.

⚫ Can be defined in terms of the human characteristics or

traits of the employees of a corporation as a whole.
CORPORATE BRAND PERSONALITY
TRAITS
⚫Reflects the values,
actions, and words of all
employees of the
corporation.

⚫These dimensions reflect “Body”

three distinct sets of
personality traits that
can guide employees in
the organisation and “Heart” “Mind”
influence how the
company will be viewed
by others.
 The company must be passionate about “Body”
serving its customers and competing in
the market and must have compassion for
employees, stakeholders, and members of
the communities in which it operates. “Heart” “Mind”
∙ A successful company must be
creative in its approach to serving
its customers and winning in the Creative Collaborative
market, while also adopting a
disciplined approach that ensures
appropriate and consistent actions
across the organisation. Passionate Compassionate

The successful company must

possess the agility to profitably react
to changes in the market and also Agile Disciplined
employ a collaborative approach that
ensures it works well together inside
and outside the company toward
common goals.