Description
Describes the brand personality and it includes topics like how brand personality is measured, what are the different brand personality drivers, brand personality examples include sprite vs mountain dew, bingo vs kurkure, airtel vs bsnl.
BRAND PERSONALITY
Brand Personality
? It is a comprehensive concept, which includes all the
tangible and intangible traits of a brand, say beliefs, values, prejudices, features, interests, and heritage. A brand personality makes it unique. human characteristics.
? Brand Personality describes brands in terms of ? Brand personality is seen as a valuable factor in
increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people.
Measuring Brand Personality
? Demographics
? ? ? ?
Age Gender Social class Race
? Lifestyle
? Activities ? Interests ? Opinions
? Human Personality traits
? Extroversion ? Agreeableness ? Dependability
Brand Personality Drivers
Product- related characteristics Product category
Package Price Attributes Non- Product related characteristics User imagery Sponsorships Symbol Age Ad style Country of origin Company image CEO Celebrity endorsers
Why use Brand Personality?
? Enriching understanding ? Contributing to a different identity ? Guiding the community effort ? Creating brand equity
? Self expression model ? Relationship base model ? Functional benefit representation model
Five Factor theory of Brand Personality
? Five core dimensions and their facets: 1. Sincerity – down-to-earth, honest, wholesome, cheerful 2. Excitement – daring, spirited, imaginative, upto-date 3. Competence – reliable , intelligent, successful 4. Sophistication – upper class, charming 5. Ruggedness – Outdoorsy, rough
Traits for each facets
1. Down-to-Earth – down- to-earth, family oriented, small- town 2. Honest – honest, sincere, real 3. Wholesome – Wholesome, original 4. Cheerful – cheerful, sentimental, friendly 5. Daring – daring, trendy, exciting 6. Spirited – Spirited, cool, young 7. Imaginative – Imaginative, unique 8. Up-to-date – Up to date, independent, contemporary
Traits for each facets (contd)
9. Reliable – reliable, hard working, secure 10. Intelligent- intelligent, technical, corporate 11. Successful – successful, leader, confident 12. Upper class – upper class , glamorous, good
looking 13. Charming – charming, feminine, smooth 14. Outdoorsy – outdoorsy, masculine, Western 15. Tough – tough, rugged
Brand Personality
Sprite & Mountain Dew (For ease of understanding think with reference to Sprite’s ‘Sprite Bujhaye Pyaas, Baaki Sab Bakwas’ ads and Mountain Dew’s ‘Dew Dudes’ ads)
Sprite Vs Mountain Dew
Sprite Sincerity Down-to-Earth Honest Wholesome Cheerful Excitement Daring Spirited Imaginative Up-to-Date 0 1 0 0 1 1 1 0 0 1 0 1 0 0 0 0 Mountain Dew
Sprite Vs Mountain Dew
Sprite Competence Reliable Intelligent Successful Sophistication Upper-class Charming Ruggedness Outdoorsy Tough 0 0 1 1 1 1 1 1 0 1 0 0 0 1 Mountain Dew
Sprite Vs Mountain Dew
Sprite is a sincere brand, Mountain Dew is about excitement and ruggedness
Brand Personality
Bingo Vs Kurkure (Bingo’s ads with those of Kurkure’s Juhi Chawla ones)
Bingo Vs Kurkure
Bingo Sincerity Down-to-Earth Honest Wholesome Cheerful Excitement Daring Spirited Imaginative Up-to-Date 0 1 1 0 0 1 0 0 1 0 0 0 0 1 0 1 Kurkure
Bingo Vs Kurkure
Bingo Competence Reliable Intelligent Successful Sophistication Upper-class Charming Ruggedness Outdoorsy Tough 0 0 0 0 1 1 1 1 0 1 0 0 0 0 Kurkure
Bingo Vs Kurkure
Bingo heralds excitement and disdain for sophistication, Kurkure is more about sincerity and sophistication.
Brand Personality
Airtel Vs BSNL (Picture Airtel’s many celebrity laden ads with, say, BSNL’s ad featuring Deepika Padkone)
Airtel Vs BSNL
Airtel Sincerity Down-to-Earth Honest Wholesome Cheerful Excitement Daring Spirited Imaginative Up-to-Date 0 1 1 0 0 0 0 0 0 1 0 0 1 1 0 1 BSNL
Airtel Vs BSNL
Airtel Competence Reliable Intelligent Successful Sophistication Upper-class Charming Ruggedness Outdoorsy Tough 0 1 1 0 1 1 1 0 0 1 1 1 0 0 BSNL
Airtel Vs BSNL
Airtel is about excitement, competence and sophistication, BSNL focuses on sincerity and a rural feel.
doc_863676396.pptx
Describes the brand personality and it includes topics like how brand personality is measured, what are the different brand personality drivers, brand personality examples include sprite vs mountain dew, bingo vs kurkure, airtel vs bsnl.
BRAND PERSONALITY
Brand Personality
? It is a comprehensive concept, which includes all the
tangible and intangible traits of a brand, say beliefs, values, prejudices, features, interests, and heritage. A brand personality makes it unique. human characteristics.
? Brand Personality describes brands in terms of ? Brand personality is seen as a valuable factor in
increasing brand engagement and brand attachment, in much the same way as people relate and bind to other people.
Measuring Brand Personality
? Demographics
? ? ? ?
Age Gender Social class Race
? Lifestyle
? Activities ? Interests ? Opinions
? Human Personality traits
? Extroversion ? Agreeableness ? Dependability
Brand Personality Drivers
Product- related characteristics Product category
Package Price Attributes Non- Product related characteristics User imagery Sponsorships Symbol Age Ad style Country of origin Company image CEO Celebrity endorsers
Why use Brand Personality?
? Enriching understanding ? Contributing to a different identity ? Guiding the community effort ? Creating brand equity
? Self expression model ? Relationship base model ? Functional benefit representation model
Five Factor theory of Brand Personality
? Five core dimensions and their facets: 1. Sincerity – down-to-earth, honest, wholesome, cheerful 2. Excitement – daring, spirited, imaginative, upto-date 3. Competence – reliable , intelligent, successful 4. Sophistication – upper class, charming 5. Ruggedness – Outdoorsy, rough
Traits for each facets
1. Down-to-Earth – down- to-earth, family oriented, small- town 2. Honest – honest, sincere, real 3. Wholesome – Wholesome, original 4. Cheerful – cheerful, sentimental, friendly 5. Daring – daring, trendy, exciting 6. Spirited – Spirited, cool, young 7. Imaginative – Imaginative, unique 8. Up-to-date – Up to date, independent, contemporary
Traits for each facets (contd)
9. Reliable – reliable, hard working, secure 10. Intelligent- intelligent, technical, corporate 11. Successful – successful, leader, confident 12. Upper class – upper class , glamorous, good
looking 13. Charming – charming, feminine, smooth 14. Outdoorsy – outdoorsy, masculine, Western 15. Tough – tough, rugged
Brand Personality
Sprite & Mountain Dew (For ease of understanding think with reference to Sprite’s ‘Sprite Bujhaye Pyaas, Baaki Sab Bakwas’ ads and Mountain Dew’s ‘Dew Dudes’ ads)
Sprite Vs Mountain Dew
Sprite Sincerity Down-to-Earth Honest Wholesome Cheerful Excitement Daring Spirited Imaginative Up-to-Date 0 1 0 0 1 1 1 0 0 1 0 1 0 0 0 0 Mountain Dew
Sprite Vs Mountain Dew
Sprite Competence Reliable Intelligent Successful Sophistication Upper-class Charming Ruggedness Outdoorsy Tough 0 0 1 1 1 1 1 1 0 1 0 0 0 1 Mountain Dew
Sprite Vs Mountain Dew
Sprite is a sincere brand, Mountain Dew is about excitement and ruggedness
Brand Personality
Bingo Vs Kurkure (Bingo’s ads with those of Kurkure’s Juhi Chawla ones)
Bingo Vs Kurkure
Bingo Sincerity Down-to-Earth Honest Wholesome Cheerful Excitement Daring Spirited Imaginative Up-to-Date 0 1 1 0 0 1 0 0 1 0 0 0 0 1 0 1 Kurkure
Bingo Vs Kurkure
Bingo Competence Reliable Intelligent Successful Sophistication Upper-class Charming Ruggedness Outdoorsy Tough 0 0 0 0 1 1 1 1 0 1 0 0 0 0 Kurkure
Bingo Vs Kurkure
Bingo heralds excitement and disdain for sophistication, Kurkure is more about sincerity and sophistication.
Brand Personality
Airtel Vs BSNL (Picture Airtel’s many celebrity laden ads with, say, BSNL’s ad featuring Deepika Padkone)
Airtel Vs BSNL
Airtel Sincerity Down-to-Earth Honest Wholesome Cheerful Excitement Daring Spirited Imaginative Up-to-Date 0 1 1 0 0 0 0 0 0 1 0 0 1 1 0 1 BSNL
Airtel Vs BSNL
Airtel Competence Reliable Intelligent Successful Sophistication Upper-class Charming Ruggedness Outdoorsy Tough 0 1 1 0 1 1 1 0 0 1 1 1 0 0 BSNL
Airtel Vs BSNL
Airtel is about excitement, competence and sophistication, BSNL focuses on sincerity and a rural feel.
doc_863676396.pptx