PRESENTED BY :

ARPAN KHANDELWAL
B rand
ersonality
 It is the tone of your brand’s voice
communicated as human characteristics.

Brand Personality is a set of human

characteristics associated with a brand
 Brand Personality
A Common Thread
that links a brand to an
individual(target audience)
 WHAT IS BRAND PERSONALITY
BRAND PERSONALITY IS A SET OF HUMAN
CHARACTERISTICS ASSOCIATED WITH A
BRAND

PERSONALITY IS HOW THE BRAND BEHAVES

&INCLUDES-GENDER, AGE, SOCIO-ECONOMIC

CLASS, PSYCHOGRAPHIC, EMOTIONAL
 VODAFONE ….PERSONALITY OF A DOG ….
FAITHFULL…ALWAYS FOLLOWING ….EVERYWHERE
AND
THAT’S WHAT CUSTOMER WANTS THERE NETWORK
TO BE LIKE…
Brand Personality, like human personality ,is both

DISTINCTIVE AND
ENDURING

-Both are built over

a period of time
PERSONALITY IS THE CONCEPT TO GIVE

life TO A BRAND, TO MANAGE

‘IDENTITY AND IMAGE’

TO CREATE likeability
 BRANDS PERSONALITY

Thumbs up : Bravery / daring

MTV : Wacky

Woodlands : Ruggedness & outdoorsy

Mahindra Scorpio : Ruggedness

Sona chandi Chavanprash : Bravery

Britania little hearts : Love & Affection

Dove : Softness

Bisleri : Safety
Bajaj Pulsar : Power
 ENDORSER ENDORSER ATTRIBUTES

Amitabh Bacchan : Resilient, professional, charismatic unassuming

Sharukh Khan : Youth Icon. Stylish, Successful

Sachin : Excellence, determination, faith, hard work

Rahul Dravid : Mr. Dependable , Reliable, Consistency

Nokia–Powerful technology brand

'Nokia one the world's most valuable brand
has distinct personality . The slogans “We
call this human technology” , “only Nokia
human technology enables you to get more
out of life” and “connecting people ”
emphasize human side of technology, there
by resulting in brand personality of trusted
friend.It also stands for reliability and
quality.
The Brand Personality Dimensions of Jennifer Aakeris a framework to describe
and measure the ‘personality’ of a brand in 5 core dimensions.

BRAND PERSONALITY

SINCERIRTY EXCITEMENT COMPETENCE SOPHISTICATON RUGGEDNSS

DOWN TO EARTH IMAGINATIVE SUCCESSFUL CHARMING OUTDOORSY

WHOLESOME UP TO DATE INTELLIGENT RELIABLE TOUGH

CHEERFUL SPIRITED RELIABLE

HONEST DARING
 It is a Impression in the consumers mind of a
brand's total personality (real and imaginary qualities
and shortcomings).

Brand image is developed over time through

advertising campaigns with a consistent theme, and
is authenticated through the consumers' direct
experience.
 Brand images should be positive, unique
and instant. Brand image can be
strengthened using brand communications
like advertising, packaging, word of mouth
publicity, other promotional tools, etc.
Steps for Creating a Brand Image

Be uniquely valuable

Stand out from others

Drive your core message

Live up to your promise

Wal-Mart, promises that customers can
"Save Money and Live Better." It is not
trying to create a luxury image, but is
instead trying to position itself as an
option for the budget conscious family.
THANK YOU