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, thereby resulting in brand personality of trusted friend.
It also stands for reliability and quality. The ads also played prominent role in contributing to the distinct personality.
The ads of Sprite cool drink primarily positioned on thirst quenching platform, depict the no nonsense type, down to earth personality of cool drink laced with humors & spoof, complimented by distinct shape and colour of the bottle.
Endorser
The selection of an endorser is critical, as the personality of the endorser can get transferred to the brand. Hathway shirts has acquired strong image owing to presence of sophisticated and mysterious endorser. Marlboro cowboy gave macho image to the brand. Endorser may be real or fictional.
Using celebrities as brand endorser has advantages & disadvantages. Celebrity enjoys instant recognition & goodwill that can be transferred to the brand. Local celebrities can be used in local / Regional markets Ex. Pavan Kalyan for Pepsi in A.P. Celebrities can also be experts in some situations such as Michael Jordan expert in basketball shoes.
The using of Film stars for Lux beauty soap and highly successful sports persons for Nike is logical and shows brand fit.
Sachin, Shahrukh Khan and Big 'B' endorse number of brands. Choosing the right celebrity & levering their qualities is important, otherwise celebrity endorsement may end up as futile exercise also involving wastage of money.
Sachin stands for style, power play, technique and excellence or performance.
Sharukh Khan represents energy & entertainment and style. They cut across all demographic groups and have mass appeal.
For 'Boost' Health beverage brand fit with Sachin is excellent. Similarly, King Khan is also played role in the success of 'Santro small car' Rahul Dravid was brand endorser for Max New York life insurance, as he stands for trust, reliability, Which can be transferred to the brand. The same is the case with Steve Waugh endorsing ANP SANMAR Life insurance.
'Exide' has signed the new batting sensation MS Dhoni for his power play and talent.
John Abraham is the latest upcoming star, is endorser for brands like Yamaha, Samsung etc., because of his rugged looks, good physique and youthfulness.
Endorser stands for certain favorable values of the brand such as performance, style and reliability etc.
Personality of the brand and celebrity should complement each other. Reliable celebrity ensures instant awareness, acceptability and positive attitude towards the brand, which is precursor to buying.
Use of Cheeranjevi, Big' B' King Khan in publication ads, to salvage the brand image of brands (Thumbsup, Pepsi, CDM) after setbacks is excellent way to leverage on the celebrity credibility
This will be providing much needed assurance to the consumers and also protect brand image & values.
The element of creativity is critical while using celebrity endorsements. Otherwise celebrity may overpower, and overshadow the brand (vampiring effect). Boost advertisement featuring Sachin etc is a classic example of effective celebrity endorsement.
The Visa TV involving Hollywood star RichardGere, depicts the essence of Visa brand power (convenience, wide acceptance) through emotional appeal. This is excellent way of adapting the communication to local markets.
Indian celebrity can connect foreign brand with the Indian consumer with great effect.
S. Kumar's has Big ' B' is brand Ambassador for Reid & Taylor, as it will enable them to Indianise the brand personality.,Shahrukh Khan the Bollywood superstar is brand ambassador for Tag Heuer. The core values of the brand, pride, passion, precision and perfection closely matches with the personality.
Singapore Girl for Singapore airlines also played key role in brand personality of Singapore airlines.
Endorser - Attributes
Amitabh Bacchan - resilent, professional, charismatic unassuming
Sharukh Khan - Youth Icon. Stylish, successful
Sachin - (Excellence, determination faith hard work)
Rahul Dravid - Mr. Dependable ,( Reliable, composure Consistency)
Virender Sehawag - Swashbuckling
M.S. Dhoni - Sheer power play
Rani Mukherji - Youthful, enthusiastic,
User Imagery
It describes who or what type of person, might use that product / brand. Somebody may identify himself as Mercedes owner or Volvo driver. The recent TVC of Raymond’s,( playing with puppies) focuses on soft side of man (i.e. caring and loving) and also on subtle aspects of life styles of executives. Here the focus is on emotional aspects rather than on functional attributes).
User imagery also communicates about the life style of the user. 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.
The Thumbsup, Marlboro, are classic examples for 'user imagery' contributing to brand personality & success. In fact, some of the brands have become cult brands in which brand personally played prominent role.
Kingfisher attained distinct personality as fun, frolic and lively supported by their ads and event sponsorships. Smirnoff attained youthful and innovative personality and all their innovative promotions are in tune with the brand personality. MTV has become coolest brand among the youth as channel, with sensible promotions (MTV youth icon award)and believed in talking to the audience/youth and localization of the content.
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. Intelligent and creative ads deliver brand personality. IBM. Intel is excellent techno brands, in which advertising also played prominent role in their success. Mozart symphony played in Titan Ad.
Complements the brand personality of Titan as sophistication, elegance etc. success of absolute Vodka in U.S.A. is also attributed to clever execution of the advt in which bottle image figures always in intelligent way, with Withy Puns.
Tangible aspects of the Brand.
Brand's tangible aspects like package and other elements like price are also key elements. Nirma's price & transparent package, Yellow colour of the detergent powder, symbolize 'Down to Earth' personality of Nirma.
Smell package of Medimix and Mysore Sandal (including soap shape) gives distinct personality to them. Absolute Vodka, transparent liquid and shape of the bottle played key role in brand personality.
'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, thereby resulting in brand personality of trusted friend.
It also stands for reliability and quality. The ads also played prominent role in contributing to the distinct personality.
The ads of Sprite cool drink primarily positioned on thirst quenching platform, depict the no nonsense type, down to earth personality of cool drink laced with humors & spoof, complimented by distinct shape and colour of the bottle.
Endorser
The selection of an endorser is critical, as the personality of the endorser can get transferred to the brand. Hathway shirts has acquired strong image owing to presence of sophisticated and mysterious endorser. Marlboro cowboy gave macho image to the brand. Endorser may be real or fictional.
Using celebrities as brand endorser has advantages & disadvantages. Celebrity enjoys instant recognition & goodwill that can be transferred to the brand. Local celebrities can be used in local / Regional markets Ex. Pavan Kalyan for Pepsi in A.P. Celebrities can also be experts in some situations such as Michael Jordan expert in basketball shoes.
The using of Film stars for Lux beauty soap and highly successful sports persons for Nike is logical and shows brand fit.
Sachin, Shahrukh Khan and Big 'B' endorse number of brands. Choosing the right celebrity & levering their qualities is important, otherwise celebrity endorsement may end up as futile exercise also involving wastage of money.
Sachin stands for style, power play, technique and excellence or performance.
Sharukh Khan represents energy & entertainment and style. They cut across all demographic groups and have mass appeal.
For 'Boost' Health beverage brand fit with Sachin is excellent. Similarly, King Khan is also played role in the success of 'Santro small car' Rahul Dravid was brand endorser for Max New York life insurance, as he stands for trust, reliability, Which can be transferred to the brand. The same is the case with Steve Waugh endorsing ANP SANMAR Life insurance.
'Exide' has signed the new batting sensation MS Dhoni for his power play and talent.
John Abraham is the latest upcoming star, is endorser for brands like Yamaha, Samsung etc., because of his rugged looks, good physique and youthfulness.
Endorser stands for certain favorable values of the brand such as performance, style and reliability etc.
Personality of the brand and celebrity should complement each other. Reliable celebrity ensures instant awareness, acceptability and positive attitude towards the brand, which is precursor to buying.
Use of Cheeranjevi, Big' B' King Khan in publication ads, to salvage the brand image of brands (Thumbsup, Pepsi, CDM) after setbacks is excellent way to leverage on the celebrity credibility
This will be providing much needed assurance to the consumers and also protect brand image & values.
The element of creativity is critical while using celebrity endorsements. Otherwise celebrity may overpower, and overshadow the brand (vampiring effect). Boost advertisement featuring Sachin etc is a classic example of effective celebrity endorsement.
The Visa TV involving Hollywood star RichardGere, depicts the essence of Visa brand power (convenience, wide acceptance) through emotional appeal. This is excellent way of adapting the communication to local markets.
Indian celebrity can connect foreign brand with the Indian consumer with great effect.
S. Kumar's has Big ' B' is brand Ambassador for Reid & Taylor, as it will enable them to Indianise the brand personality.,Shahrukh Khan the Bollywood superstar is brand ambassador for Tag Heuer. The core values of the brand, pride, passion, precision and perfection closely matches with the personality.
Singapore Girl for Singapore airlines also played key role in brand personality of Singapore airlines.
Endorser - Attributes
Amitabh Bacchan - resilent, professional, charismatic unassuming
Sharukh Khan - Youth Icon. Stylish, successful
Sachin - (Excellence, determination faith hard work)
Rahul Dravid - Mr. Dependable ,( Reliable, composure Consistency)
Virender Sehawag - Swashbuckling
M.S. Dhoni - Sheer power play
Rani Mukherji - Youthful, enthusiastic,
User Imagery
It describes who or what type of person, might use that product / brand. Somebody may identify himself as Mercedes owner or Volvo driver. The recent TVC of Raymond’s,( playing with puppies) focuses on soft side of man (i.e. caring and loving) and also on subtle aspects of life styles of executives. Here the focus is on emotional aspects rather than on functional attributes).
User imagery also communicates about the life style of the user. 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.
The Thumbsup, Marlboro, are classic examples for 'user imagery' contributing to brand personality & success. In fact, some of the brands have become cult brands in which brand personally played prominent role.
Kingfisher attained distinct personality as fun, frolic and lively supported by their ads and event sponsorships. Smirnoff attained youthful and innovative personality and all their innovative promotions are in tune with the brand personality. MTV has become coolest brand among the youth as channel, with sensible promotions (MTV youth icon award)and believed in talking to the audience/youth and localization of the content.
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. Intelligent and creative ads deliver brand personality. IBM. Intel is excellent techno brands, in which advertising also played prominent role in their success. Mozart symphony played in Titan Ad.
Complements the brand personality of Titan as sophistication, elegance etc. success of absolute Vodka in U.S.A. is also attributed to clever execution of the advt in which bottle image figures always in intelligent way, with Withy Puns.
Tangible aspects of the Brand.
Brand's tangible aspects like package and other elements like price are also key elements. Nirma's price & transparent package, Yellow colour of the detergent powder, symbolize 'Down to Earth' personality of Nirma.
Smell package of Medimix and Mysore Sandal (including soap shape) gives distinct personality to them. Absolute Vodka, transparent liquid and shape of the bottle played key role in brand personality.