Personality SIBM 21.9.10

7/30/2019 Personality SIBM 21.9.10

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Lets begin with fewexamples


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What is

Appletrying to

say?

Non-

Corporate

Creative

Unpretentious

Friendly

Young

Cool


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How

aboutRonald?

Funny

Trustworthy

Family-Oriented

Happy

Simple

KidFriendly


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So what is brand personality?

Brand Personality is a set of human

characteristics associated with a brnad

Personality is how the brand behaves

Gender, age, socio-economic class,

psychographic, emotional characteristics


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Predictability leads to brand loyalty

Once the brand becomes predictable, the customerrelates to it, is familiar to it and trusts it.

An enduring brand personality makes a

brands performance predictable.

What does it do?


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Masculine Feminine


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Brand Personality describes the brand in terms ofhuman characteristics

It is based on the premise that brands can havepersonalities in much the same way as humans


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Brand personality is

seen as an important

figure in increasingbrand engagement

and brand attachment


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Aakers frameworkJennifer Aaker has developed a framework to measure

the personality of a brand using five core

dimensions which are each divided into a set of facets

It is easy to understand the profile of a brand using

the analogy of a human being


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5 Dimensions of Brand Personality


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1. Sincerity(down- to-earth, honest, wholesome, cheerful)

2. Excitement (daring, spirited, imaginative, up-to-date)

3. Competence( Reliable, intelligent, successful)

4. Sophistication (upper class, charming)

5. Ruggedness (outdoorsy, tough)

The five core dimensions and their facets are:


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It is the personality of a brand that can appeal to the four functionsof a person's mind.

Most of the worlds companies spend a lot of money trying to givepersonality to their brands


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People have important questions and judgments tomake about people in personality terms.

Their judgements usually are:

a)I dont think that company is really friendly.

b)I feel uneasy when I go into that branch

c)Their offer doesnt smell right to me.

d)I know that salesman is lying about the product.


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Imagine if a brand were a person.

May be a 25 year old woman,

-a pretty face

-a pleasant smile

you get to know her better

- enjoy her company

-trust her-miss her

These are emotions similar to the ones people develop with brand personalities


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A brand is what people say about you when

you are not around


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If there are 2 companies people are asked to

describe and the response you get is:

Company A

1. Sophisticated

2. Arrogant

3. Efficient

4. Self-centred

5. Distant

6. Disinterested

Company B

1. Easy going

2. Modest

3. Helpful

4. Caring

5. Approachable

6. Interested

It is a no-brainer as to which brand the consumer will choose to

associate himself with


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Creating Brand Personality


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There are variousways of creating

brand personality.

The most commonway is to match thepersonality of thebrand as closely tothe customers

personality aspossible.

1.Match the brand personality to the customers personality


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Define the target audience

Find out what they need, want and like

Create a customer personality profile

Create the product personality to match that

profile

How to go about it


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Levis is a company which does a lot of

research to match the personality of the brand

with that of its customers


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Levis research resulted in the creation of a masterbrand personality

Original

Masculine Sexy

Youthful

Rebellious

Individual

Free

The result


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Another example of brand personality

which has been used to match it with thecustomers personality


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The Harley RidersCustomer Personality


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Lux is a brand which has always been an

aspirational brand in India

Endorsed by filmstars, one gets to see a

consistent personality which one aspires to


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A brands personality should be consistent

with what the brand is offering in the way

of reward and support.

3.A brand personality which is consistent


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When your products cater to the masses,

then your personality/associations shouldbe relatable to the target audience.

6. Make the personality relatable to the target audience


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Brand personalities take time and

consistency to develop and recognise.

7. Give the personality time and attention


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you may have different product offerings

and differing brand personalities / images.

In similar products look for brand properties.

Within a company,


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How about a continuing character?


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The important question is :

What do you wantyour brand to be?


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Warm, emotive and always there

when you need it?


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Whilst a number of examples can be

given, the most important fact is thatit should be long term.

8. Create a brand personality for long term


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Its not easy.

Its arduous.

Think long term.

Think brand property.

Think associations and carefully invest in the personality

which your target audience can relate to.

BRAND PERSONALITY

k


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Key take outs

1.Match the brand personality to the customers personality

7. Give the personality time and attention

2.Match the brand personality to a personality the customer aspires

3.A brand personality which is consistent

4.A brand could own colours

5. Same product categorydifferent brand, different personality

6. Make the personality relatable to the target audience

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Personality SIBM 21.9.10

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