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PERSONALITY &
IDENTITY
BRAND PERSONALITY
BRAND IMAGE
BRAND PERSONALITY
BRAND PERSONALITY
BRAND PERSONALITY
EMOTION CENTERED
HUMAN CENTERED
OTHER
EMOTION CENTERED
PERSONALITY
EMOTION CENTERED
PERSONALITY
EMOTION CENTERED
ADJECTIVE
HUMAN CENTERED
5 PERSONALITY FACTOR
SINCERITY
EXCITEMENT
COMPETNCE
SOPHISTICATION
RUGGEDNESS
BRAND PESONALITY SCALE
BRNAD PERSONALITY
WHOLESOME IMAGINATIVE
BRAND PESONALITY SCALE
BRNAD PERSONALITY
SPIRITED RELIABLE
ME IMAGINATIVE
BRAND PESONALITY SCALE
BRNAD PERSONALITY
WHOLESOME IMAGINATIVE
BRAND PESONALITY SCALE
BRNAD PERSONALITY
WHOLESOME IMAGINATIVE
BRAND PESONALITY SCALE
N RUGGEDNESS
TOUGH
OUTDOORSY
BRAND PESONALITY SCALE
BRNAD PERSONALITY
WHOLESOME IMAGINATIVE
THREE APROACH
SELF EXPRESSION
RELATIONSHIP
FUNCTIONAL BENEFITS
OTHER DEFINATION
BRAND ANATOMY
BRAND ANATOMY
ATTRIBUTES
BENEFITS
ESSENCE
SIX TYPES
Ritualistic brand
SIX TYPES
Symbol brand
SIX TYPES
Heritage brand
SIX TYPES
Exclusive brand
SIX TYPES
Belonging Brand
SIX TYPES
Legendary Brands
BRAND IMAGE
DEFINATION: The totality of the impressions about the
brand. This includes its physical, functional and
psychological aspects of the brand.
E.G. i shirts have premium image«
User driven image: This image is driven by the lifestyle of user. ai
shirts are an expression of a particular life style.
BRAND IMAGE ± ESTABLISHED PRODUCTS AND NEW
PRODUCTS
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woodlands, mescos, action etc.
BRAND IMAGE AND COUNTRY-OF-ORIGIN
Attractiveness
Trustworthiness
Expertise
Aspects of a Image Celebrity Product
brand
Attractiveness Elegant Renuka sahani Whisper
Beautiful Madhuri Dixit Lux
Classy Pataudi ³Asian paints´
royale
Ñ
Reliable
Quality
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Technoloy
Leading
Superior.
manufac.
Little Puffed Novelty
hearts biscuits
Distinct Attractive
packing
Hear shaped romantic
biscuit
BUILDING BRAND PERSONALITY
The first step [ SINGLE MINDEDNESS (in communicating and
preserving what might be called core brand values.)
E.G. Vi i áá
It is well-known that 8 out of 10 brands the world over fail and the
foremost reason for their death is that they have nothing distinctive
to offer. This ³
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AAKER¶S FRAMEWORK
Brand as symbol deals with heritage and what the brand stands
for. E.G. symbolises the American dream.
KAPFERER¶S FRAMEWORK
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%Car owner think that since he has bought the car he is
treating himself to one of the best car in the world.