Description
This presentation is about brand personality on consumer behavior and it covers topics like role of advertising in creating brand personality, some brand personality associations.
Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation ? Brand personality is nothing but personification of brand ? A brand is expressed as a personality who embodies these personality traits
?
? Customers
are attracted to brands with interesting personalities, the same way they are attracted to people with interesting personalities. ? Dove as honest, feminist and optimist; ? Hewlett Packard brand represents accomplishment, competency and influence ? Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd.
? Specific
? Symbols
characters
? Endorsers ? Users ? lifestyle
The personality idea responds to the tendency in contemporary society to value personal relationships ? In terms of Maslow’s hierarchy of needs, it tries to lift products to higher levels of need satisfaction, like belongingness and love and esteem. ? Brand personalities are created in different ways and with different tools. ? Advertising is heavily used in this process of personality creation ? Personalities are particularly useful for the creation of brand associations. ? Brand associations influence then evaluation of alternatives’ stage in basic consumer buying behaviour models
?
? Brand
personality can be created through advertising in a direct as well as in an indirect way. ? In a direct way: the brand personality is created by transferring the personality of a person used in the ad. ? In an indirect way: the brand personality is derived from the product’s meanings ? For example, if the benefit of a brand is ‘success’, the personality of that brand can be ‘successful’ and/or ‘confident’.
Elements of advertising which could enhance brand personality: ? Endorser: The selection of an endorser is critical, as the personality of the endorser can get transferred to the brand. ? Personality of the brand and celebrity should complement each other. ? core values of the brand, pride, passion, precision and perfection closely matches with the personality. ? Amitabh Bacchan : resilient, professional, charismatic unassuming Jenelia D’souza: lively, chirpy, youthful, enthusiastic Aishwarya Rai: elegent, beauty,
? User
Imagery: It describes who or what type of person, might use that product / brand. ? User imagery 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 ? For ex :Kingfisher attained distinct personality as fun, frolic and lively supported by their ads and event sponsorships.
Executional elements: The elements like layout, colour etc (in print ads) and visual appeal, music etc in broad cast advt. also contribute to the Brand personality. ? For ex :Mozart symphony played in Titan Ad. Complements the brand personality of Titan as sophistication, elegance ? Symbols & Logos: Symbols can also be used effectively to communicate brand values and characteristics. ? LIC used hands of logo where represents safety ? UTI has 'Kalash' as it is considered sacred and signals good things.
?
? Slogans
/ Punchlines: They also reflect Brand personality. Peter England: Honest Shirt (sincerity) Nike: just do it (motivation, excitement) Maruti Swift: Men are back(strength) L’oral Paris: Bcoz you worth it (relatedness) ? Slogans enhance brand recall and have strong linkage with brand's essence / key values. ? Logos support brand names, provide ease in processing visual information lead to brand recall
? IBM
is ‘older’ while Apple is ‘Younger’
? India
Today is ‘old-fashioned’ while Outlook is ‘trendier’
: An Authoritative Passion for Sports, Knowledgeable with a bit of Irreverence. Approach Sports Coverage from All Angles
? ESPN
Axe ? Masculinity, inviduality, unconventionality Bajaj Pulsar ? Masculinity, freedom, adventure Levi’s ? Rebellion, sensuality, being cool
? Brand
could acquire personality profile through advertising created associations ? Direct observations of typical users, and the kind of people used to endorse brands ? Brand personality creates an association of the brand with certain life values ? Brand which acquires a distinctive well known personality, consumers feel associated with it
? The
brand personality influences positively the brand trust. ? the brand personality has a positive impact on the brand attachment. ? the brand trust has a positive impact on the attachment ? brand trust has a positive influence on consumer’s brand commitment ? The brand commitment has a positive effect on purchase intention.
+ve
Brand Brand personality personality
+ve
+ve Trust
Attachment
+ve
Commitment
+ve
+ve
Purchase Intention
? The
consumer trusts on a brand when he perceives it as credible, honourable and friendly ? The trust can be endowed with a predictive value of the future behaviour ? The brand personality is a means of differentiation within a product category and an important factor affecting preference ? It is proposed that brand personality boosts consumer preference and usage , induces emotions in consumers , and has a positive relationship with levels of trust and loyalty
? The
attachment is a state of psychological link between the customer and the firm ? It forms on the long term and constitutes one of the results of a successful relation
? The
brand attachment translates a durable and emotional reaction to the brand and express a psychological relation ? The consumer becomes attached to the brand among which the personality, the values and the image are in adequacy with his self concept, which means with the image that he made of himself or that he wants to transmit to the others
? Brand
commitment is an enduring desire to maintain a valued relationship with the brand ? The commitment can result from various motivation like emotional and rational ? Commitment has its roots in identification, shared values, attachment, and trust ? Once the consumer has established trust in a brand he is willing to engage in a long-term relationship with it ? The attachment constitutes a factor of emotional brand commitment
? The
purchase intention is the probability of purchase of a product or a given brand ? Brand trust and brand commitment have a positive impact on future purchase intention ? The commitment influences positively the intention to durably maintain a relationship, the desire to invest and the acceptance of short-term sacrifices
? Brand
personality, 2002 Booth Morgan Consulting, LLC ? Refining Your Brand Personality by David Freeman ? www.visual-branding .com ? www.fuelyourbranding.com ? www.thehindubusinessline.com/catalyst/
doc_478207208.pptx
This presentation is about brand personality on consumer behavior and it covers topics like role of advertising in creating brand personality, some brand personality associations.
Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation ? Brand personality is nothing but personification of brand ? A brand is expressed as a personality who embodies these personality traits
?
? Customers
are attracted to brands with interesting personalities, the same way they are attracted to people with interesting personalities. ? Dove as honest, feminist and optimist; ? Hewlett Packard brand represents accomplishment, competency and influence ? Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd.
? Specific
? Symbols
characters
? Endorsers ? Users ? lifestyle
The personality idea responds to the tendency in contemporary society to value personal relationships ? In terms of Maslow’s hierarchy of needs, it tries to lift products to higher levels of need satisfaction, like belongingness and love and esteem. ? Brand personalities are created in different ways and with different tools. ? Advertising is heavily used in this process of personality creation ? Personalities are particularly useful for the creation of brand associations. ? Brand associations influence then evaluation of alternatives’ stage in basic consumer buying behaviour models
?
? Brand
personality can be created through advertising in a direct as well as in an indirect way. ? In a direct way: the brand personality is created by transferring the personality of a person used in the ad. ? In an indirect way: the brand personality is derived from the product’s meanings ? For example, if the benefit of a brand is ‘success’, the personality of that brand can be ‘successful’ and/or ‘confident’.
Elements of advertising which could enhance brand personality: ? Endorser: The selection of an endorser is critical, as the personality of the endorser can get transferred to the brand. ? Personality of the brand and celebrity should complement each other. ? core values of the brand, pride, passion, precision and perfection closely matches with the personality. ? Amitabh Bacchan : resilient, professional, charismatic unassuming Jenelia D’souza: lively, chirpy, youthful, enthusiastic Aishwarya Rai: elegent, beauty,
? User
Imagery: It describes who or what type of person, might use that product / brand. ? User imagery 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 ? For ex :Kingfisher attained distinct personality as fun, frolic and lively supported by their ads and event sponsorships.
Executional elements: The elements like layout, colour etc (in print ads) and visual appeal, music etc in broad cast advt. also contribute to the Brand personality. ? For ex :Mozart symphony played in Titan Ad. Complements the brand personality of Titan as sophistication, elegance ? Symbols & Logos: Symbols can also be used effectively to communicate brand values and characteristics. ? LIC used hands of logo where represents safety ? UTI has 'Kalash' as it is considered sacred and signals good things.
?
? Slogans
/ Punchlines: They also reflect Brand personality. Peter England: Honest Shirt (sincerity) Nike: just do it (motivation, excitement) Maruti Swift: Men are back(strength) L’oral Paris: Bcoz you worth it (relatedness) ? Slogans enhance brand recall and have strong linkage with brand's essence / key values. ? Logos support brand names, provide ease in processing visual information lead to brand recall
? IBM
is ‘older’ while Apple is ‘Younger’
? India
Today is ‘old-fashioned’ while Outlook is ‘trendier’
: An Authoritative Passion for Sports, Knowledgeable with a bit of Irreverence. Approach Sports Coverage from All Angles
? ESPN
Axe ? Masculinity, inviduality, unconventionality Bajaj Pulsar ? Masculinity, freedom, adventure Levi’s ? Rebellion, sensuality, being cool
? Brand
could acquire personality profile through advertising created associations ? Direct observations of typical users, and the kind of people used to endorse brands ? Brand personality creates an association of the brand with certain life values ? Brand which acquires a distinctive well known personality, consumers feel associated with it
? The
brand personality influences positively the brand trust. ? the brand personality has a positive impact on the brand attachment. ? the brand trust has a positive impact on the attachment ? brand trust has a positive influence on consumer’s brand commitment ? The brand commitment has a positive effect on purchase intention.
+ve
Brand Brand personality personality
+ve
+ve Trust
Attachment
+ve
Commitment
+ve
+ve
Purchase Intention
? The
consumer trusts on a brand when he perceives it as credible, honourable and friendly ? The trust can be endowed with a predictive value of the future behaviour ? The brand personality is a means of differentiation within a product category and an important factor affecting preference ? It is proposed that brand personality boosts consumer preference and usage , induces emotions in consumers , and has a positive relationship with levels of trust and loyalty
? The
attachment is a state of psychological link between the customer and the firm ? It forms on the long term and constitutes one of the results of a successful relation
? The
brand attachment translates a durable and emotional reaction to the brand and express a psychological relation ? The consumer becomes attached to the brand among which the personality, the values and the image are in adequacy with his self concept, which means with the image that he made of himself or that he wants to transmit to the others
? Brand
commitment is an enduring desire to maintain a valued relationship with the brand ? The commitment can result from various motivation like emotional and rational ? Commitment has its roots in identification, shared values, attachment, and trust ? Once the consumer has established trust in a brand he is willing to engage in a long-term relationship with it ? The attachment constitutes a factor of emotional brand commitment
? The
purchase intention is the probability of purchase of a product or a given brand ? Brand trust and brand commitment have a positive impact on future purchase intention ? The commitment influences positively the intention to durably maintain a relationship, the desire to invest and the acceptance of short-term sacrifices
? Brand
personality, 2002 Booth Morgan Consulting, LLC ? Refining Your Brand Personality by David Freeman ? www.visual-branding .com ? www.fuelyourbranding.com ? www.thehindubusinessline.com/catalyst/
doc_478207208.pptx