Getting Known To The Brand Personality & its Parameters Affecting the same
Brand personality is the way a brand speaks and behaves. It means assigning human personality characteristics to a brand so as to achieve differentiation. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. Advertising plays an important role in developing brand personality; brand personality is distinct enduring and creates associations along with certain values. Brand personality provides a competitive advantage over others. Brand personality helps in creating brand equity and increase market share, increase user associations. Things that contribute to brand personality are endorser, user imagery, symbols, execution elements etc. Just as human being possess personality and emotions in a similar fashion brands too possess the same. For example,
Brands: Personality
Moods : Sensitivity
Thumbs up : bravery / daring
Amul : humour
MTV : wacky
Indiakings : Sophistication (upper class)
Woodlands : Ruggedness & outdoorsy
Mahindra Scorpio : Ruggedness
Marlboro : Ruggedness
Ruff & Tuff : Bravery
Sona chandi Chavanprash : Bravery
Britania little hearts : Love & Affection
Brand : Adjective
Liril : freshness & Lime
Lux : Beauty,softness
Dove : Softness
Bisleri : Safety
Bajaj Pulsar : Power
Yamaha : Power
Titan : Style, elegance
Cinthol : Freshness
Mysore Sandal: Traditional
Medimix : Traditional
Just like the moods depicted above, emotions link the brand & the consumer. They are used as primary parameters for attracting consumers. As said above the endorser also plays an important role, hence selection of endorser is a critical process. It may be real or fictional. Choosing the right celebrity and leveraging the qualities & personality is important or else endorsement will be of no impact. The attributes that the endorser conveys through his/her personality is important say for example
Endorser - Attributes
Amitabh Bacchan - resilent, professional, charismatic unassuming
Sharukh Khan - Youth Icon. Stylish, successful
Sachin - (Excellence, determination faith hardwork)
Rahul Dravid - Mr. Dependable ,( Reliable, composure Consistency)
M.S. Dhoni - Sheer power play
Rani Mukherji - Youthful, enthusiastic
The endorser personality being replicated by the brand’s personality are a part of user imagery; now taking into consideration the tangible aspects of brand. Symbols and logos do have an everlasting impact on consumers recall; hence even they can be used to communicate brand values. LIC used hands of logo where represents safety, UTI has 'Kalash' as it is considered sacred and signals good things. Royal stag brand uses 'Horse' symbolizing naturalness and purity. Along with the symbols and logos the slogans convey what a brand wants to convey to the public.
Peter England - Honest Shirt (sincerity)
LIC - Try – Thy name is LIC (Trust)
L & T switch gear - Safe & Sure (Trust)
Bajaj - Inspiring confidence (Competence)
Videocon - The Indian Multinational (Competence)
Vantlensen - Power Evolved (Sophistication- upper class)
Bank of Rajasthan - Dare to Dream (Excitement)
The New India Assurance Co. Ltd. - Assurance of the leader (Competence)
Mahindra Scropio - Nothing else will do – (Ruggedness)
Bank of India - Bank that cares (empathy)
Nike - Just do it (Motivation, excitement)
Slogans do have a strong impact on the minds of consumers which gets reflected through their action and support for the brand.
The core components of brand personality are
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Brand personality being a potent tool needs to be leveraged to achieve objectives. Consistency is also important, failing which dilution of brand personality or absence of it may occur.
Brand personality is the way a brand speaks and behaves. It means assigning human personality characteristics to a brand so as to achieve differentiation. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. Advertising plays an important role in developing brand personality; brand personality is distinct enduring and creates associations along with certain values. Brand personality provides a competitive advantage over others. Brand personality helps in creating brand equity and increase market share, increase user associations. Things that contribute to brand personality are endorser, user imagery, symbols, execution elements etc. Just as human being possess personality and emotions in a similar fashion brands too possess the same. For example,
Brands: Personality
Moods : Sensitivity
Thumbs up : bravery / daring
Amul : humour
MTV : wacky
Indiakings : Sophistication (upper class)
Woodlands : Ruggedness & outdoorsy
Mahindra Scorpio : Ruggedness
Marlboro : Ruggedness
Ruff & Tuff : Bravery
Sona chandi Chavanprash : Bravery
Britania little hearts : Love & Affection
Brand : Adjective
Liril : freshness & Lime
Lux : Beauty,softness
Dove : Softness
Bisleri : Safety
Bajaj Pulsar : Power
Yamaha : Power
Titan : Style, elegance
Cinthol : Freshness
Mysore Sandal: Traditional
Medimix : Traditional
Just like the moods depicted above, emotions link the brand & the consumer. They are used as primary parameters for attracting consumers. As said above the endorser also plays an important role, hence selection of endorser is a critical process. It may be real or fictional. Choosing the right celebrity and leveraging the qualities & personality is important or else endorsement will be of no impact. The attributes that the endorser conveys through his/her personality is important say for example
Endorser - Attributes
Amitabh Bacchan - resilent, professional, charismatic unassuming
Sharukh Khan - Youth Icon. Stylish, successful
Sachin - (Excellence, determination faith hardwork)
Rahul Dravid - Mr. Dependable ,( Reliable, composure Consistency)
M.S. Dhoni - Sheer power play
Rani Mukherji - Youthful, enthusiastic
The endorser personality being replicated by the brand’s personality are a part of user imagery; now taking into consideration the tangible aspects of brand. Symbols and logos do have an everlasting impact on consumers recall; hence even they can be used to communicate brand values. LIC used hands of logo where represents safety, UTI has 'Kalash' as it is considered sacred and signals good things. Royal stag brand uses 'Horse' symbolizing naturalness and purity. Along with the symbols and logos the slogans convey what a brand wants to convey to the public.
Peter England - Honest Shirt (sincerity)
LIC - Try – Thy name is LIC (Trust)
L & T switch gear - Safe & Sure (Trust)
Bajaj - Inspiring confidence (Competence)
Videocon - The Indian Multinational (Competence)
Vantlensen - Power Evolved (Sophistication- upper class)
Bank of Rajasthan - Dare to Dream (Excitement)
The New India Assurance Co. Ltd. - Assurance of the leader (Competence)
Mahindra Scropio - Nothing else will do – (Ruggedness)
Bank of India - Bank that cares (empathy)
Nike - Just do it (Motivation, excitement)
Slogans do have a strong impact on the minds of consumers which gets reflected through their action and support for the brand.
The core components of brand personality are
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Brand personality being a potent tool needs to be leveraged to achieve objectives. Consistency is also important, failing which dilution of brand personality or absence of it may occur.