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Brand Personality

Muhammad Zavvar Bin Farooq


&
Ibrahim Obaidullah
Brand Personality
DefiningTerm:
Brand Personality

 Brand Personality
 The style and attitude that a brand
conveys, much like a human
personality.

 Increasing Brand Engagement &


Attachment.
 Built over a period of time.

 Theoutcome of all the consumer’s experiences


with the brand.

 Inconsumer’s mind, these impressions merge to


form an overall concept of what to expect from
brand
Factors Affecting Brand Personality
 Gender
 Age
 Socio-economic class
 Psychographic
 Emotional characteristics
Brand Personality: Gender Differentiation

MASCULINE
Brand Personality: Gender Differentiation

FEMININE
Brand Personality: Age Differentiation

YOUNGER
Brand Personality: Age Differentiation

OLDER
Brand Personality: Emotional Differentiation

CONFORMING
Brand Personality: Emotional Differentiation

IRREVERENT
Brand Personality: Socio-
economic Differentiation

TRENDIER

OLD FASHIONED
How to create Brand Personality?
SPONSORSHIPS
SYMBOLS can be controlled and
can have extremely strong associations.
BRAND
AMBASSADORS

Ray Ban
BRAND
AMBASSADORS

Nike
HOW BRAND HELPS EXPRESS
PERSONALITY?

Feelings Engendered by Brand Personality


There can be a set of feelings and emotions attached to
a brand personality, just as there are to a person. The
use of such brands can cause feelings and emotions to
emerge.
HOW BRAND HELPS EXPRESS
PERSONALITY?

The Brand as a Badge


 A brand could serve as a

consumer’s personal statement.


 Cars, cosmetics, apparels lend

themselves to personality
expression because their use
occurs in a social context with
relatively high involvement
Variables of Brand Personality
 Sincerity
 Down-To-Earth: Family Oriented, Blue color

 Honest: Sincere, Caring, Ethical, Thoughtful

 Cheerful: Sentimental, Friendly, Cheerful

 Wholesome: Genuine, Classic, Ageless


Cont’d
 Excitement
 Daring: Trendy, Exciting

 Spirited: Cool, Young, Lively, Adventurous, Outgoing

 Imaginative: Unique, Surprising, Artistic, Fun

 UP-To-Date: Independent, Contemporary, Innovative,


Aggressive
Cont’d
 Competence
 Reliable: Hardworking, Secure, Efficient, Trustworthy,
Careful

 Intelligent: Technical, Corporate, Serious

 Successful: Leader, Confident, Influential


Cont’d
 Sophistication
 Upper Class: Glamour, Good-Looking, Sophisticated,
Pretentious

 Charming: Feminine, Gentle, Smoothy


Cont’d
 Ruggedness
 Outdoorsy: Masculine, Western, Active, Athletic

 Tough: Rugged, Strong, No-nonsense


Implementing the Brand
Personality
 Product category

 Package or Feature

 High Price

 Brand Attributes
Color: Personality Association

Blue Commands respect, authority

Yellow Caution ,temporary, warmth, novelty

Red Human exciting, hot, passionate,


strong
Brown
Informal masculine nature
Color: Personality Association

White Goodness, purity, chastity cleanness,

Black Formal

Silver, Gold Sophistication, power, authority


mystery
Platinum
Legal, wealthy, stately
Creating Brand
Personality Through
Advertisement
Coca Cola
 A brand personality can help a brand in several ways:

 It can provide a vehicle for customers to express their own


identity.

 A brand personality metaphor helps suggests the kind of


relationship that customer has with brand.

 Brand personalities serve to represent and cue functional benefits


and product attributes well.
Cont’d

 Importantly, brand personality is often a sustainable point of


differentiation

 Sustainable because it is very difficult to copy a personality.


Conclusion
When product differences are
not perceived, the brand's
personality becomes the major
differentiator and often drives
the emotional reason for
purchase.

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