+ BRAND IDENTITY TRAPS Subject: BRAND BUILDING Faculty Name: Vishal Desai Deviprasad Goenka Management College of Media Studies (dgmcms.org.in) Batch (BMM class of 2015) Year (TY) India’ s premier M-school
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BRAND IDENTITY TRAPS
Subject:
BRAND BUILDING
Faculty Name:
Vishal Desai
Deviprasad Goenka Management College of Media Studies (dgmcms.org.in)
Batch
(BMM class of 2015)
Year (TY)
India’s premier M-school
India’s premier M-school
+Brand Personality
Making the brand come alive
It is the way in which brand speaks of what of kind of a person it
would be if it were a human
It can be defined as “the set of human characteristics associated with a
given brand”
It includes characteristics like : age, gender, socio-economic class,
warmth, concern, intelligence, honesty , reliability, etc
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+Examples
Classic Menthol cigarrete tends to be feminine in comparison to the
masculine Marlboro
Samsung is considered young brand as compared to IBM
Apple is considered to be upper class
Guess is considered sophisticated as compared to Wrangler which is
considered rugged
Nike is considered athletic while Sketchers tends to be more
fashionable
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+Advantages / Importance of brand personality
Helps create a self- expressive benefit that becomes a vehicle for consumer to express
his/her personality
Eg: Apple user might identify himself as casual, perfect, non-conventional
Mercedez Benz is an upscale admired person
Hallmark is a warm emotional person
Provides needed differentiation between brands
It can make the brand more interesting and memorable
It builds personal relationship with the consumer just like a human would
Helps in striking an immediate connect with the consumer
When purchase decision involves an emotional response, a likeable personality may
provide the necessary emotional link
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+Values and characteristics of Brand
Personality
Just like humans brands have values, beliefs and other personality
characteristics
There are 200 words that describe personality characteristics
People tends to prefer brands that fit in with their self- concept or that
of people whom they admire
Some brand characteristics or values are dependability, honesty, trust
worthiness, reliability, friendliness, caring and fun loving
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+Measuring brand personality Brand personality can be measured using the Brand Personality Scale
(BPS)
BPS was based on research of 1000 individuals, 60 well-known
brands and 114 personality traits
Five personality factors termed as the ‘The Big Five’ emerged under
which various traits can be classified – Sincerity, Competence,
Sophistication , Excitement and Ruggedness.
BPS study measured the degree of positive or negative attitude
towards each brand in comparison to other brands
Each of the Big Five Factors have been further divided into 15 facets.
Each facet is measured by a set of traits using 5 point scale i.e 1= not
at all descriptive and 5 = extremely descriptive
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+Brand Personality Scale- The Big Five
Brand Personality
Sincerity
Down to earth
Honest
Wholesome
Cheerful
Excitement
Daring
Spirited
Imaginative
Up-to-Date
Competence
Reliable
Intelligent
Successful
Sophistication
Upper Class
Charming
Ruggedness
Outdoorsy
Tough
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+Sincerity(SBI, Bata,Cadbury’s, Tropicana,Medimix)
Down to earth - Family oriented, small town , conventional, blue
collar.
Honest-Real , ethical, thoughtful , caring, pure
Wholesome- Original, genuine, ageless, classic, old-fashioned
Cheerful- Sentimental, friendly, warm ,happy
Banks, FMCG Goods, Travel Packages
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+Excitement (Pepsi, Lakme,Sprite, Mountain Dew)
Daring – Trendy, exciting, off-beat, flashy, provocative
Spirited- Cool, young, lively, out going, adventurous
Imaginative- Unique, humorous, surprising, artistic, fun
Up-to date – Independent, contemporary, innovative, aggressive
Colas, two- wheelers,coffee & tea
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+Competence(IBM, HCL,Infosys,Microsoft)
Reliable- Hardworking, secure, efficient, trustworthy, careful
Intelligent – Smart, technical, corporate, serious
Successful- Leader, confident, influencial, achiever
Consumer durables, technology companies, gadgets,
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+Sophistication (Mercedes, L’Oreal, Louis Vuitton, Apple,Tanishq)
Upper Class: Glamorous , good looking, pretentious
Charming: Feminine, smooth, sexy, gentle
Automobiles, Jewellery, lifestyle brands
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+Ruggedness (Wrangler, Reebok, Marlboro,Ceat Woodland, XUV 500)
Outdoorsy: Masculine, western, athletic and active
Tough: Strong, no-nonsense, undefeatable
SUVs, cigarretes ,shoes, tyres
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+Factors affecting brand personality
Just as a person’s personality is affected by his/her family,
neighborhood, friends, up bringing ,clothes, manner of interaction
,etc, so too is a brand personality.
Factors, both related and unrelated to the product affect perceptions
of a brand personality
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+Brand Personality Drivers/Characteristics
Product Related
Characteristics
Non-Product Related
Characteristics
Product Category User Imagery
Packaging Sponsorships
Price Symbol
Product Attributes Age
Ad-style
Country of Origin
Company Image
CEO
Celebrity Endorsements
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+Brand Personality Drivers
Product Class/Category
Banks and Insurance companies generally have a sincere personality
Sports Wear brands have a spirited personality
Packaging
Fab India has a sincere personality due to its packaging of re- cycled paper
Price
Moser Baer DVDs and VCDs have a sincere personality
Product Attribute
Health based products have sincere personality or spirited personality
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+Brand Personality Drivers
User Imagery
Based on either typical users or idealised users (Brand Ambassadors)
Eg: Dove- non-celebrity educated women ,
L’Oreal – Aishwarya Rai
Sponsorships
Activities such as events sponsored by the brand.
Eg: Nike is known as a competent athletic brand due to its
Association with sports
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+Brand Personality Drivers
Age
How long a brand has been in the market
Eg: Apple, Samsung and Blackberry have a young personality where as
Nokia and Motorola have old- fashioned personality
Symbol
Eg: Air India’s Maharaja has a caring personality
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+Brand Personality Drivers Ad- Style
Bingo, Centerfresh and Mentos have a Imaginative personality
Country of Origin
German cars have a sophisticated and competent personality.
Company Image
Vicco is known as an old- fashioned brand
CEO
Apple- Steve Jobs- Excitement (Perfection and Imaginative)
Microsoft – Bill Gates- Competence
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+Brand Personality Drivers
Celebrity Endorsers
Binani Cement- Amitabh Bachhan- Honest
Ranbir Kapoor - Spirited, young, lively and cool
M S Dhoni- Competence, Sincerity and Spirited
Class Exercise (individual) . Name any brand and its personality
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+Importance/Advantages of Brand
Personality
Enhancing Understanding :
Helps understand the relationship between brand and consumer.
Helps gain in-depth understanding about consumer perceptions and
attitude towards the brand
Contribution to Differentiation of Identity
Helps differentiate core and extended identity
Guiding the communication effort
Brand personality helps formulate communication and advertising
strategy, packaging strategy, promotional strategy, etc
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+Creating Brand Equity through Brand
Personality
Creating Brand Equity through
Brand Personality
Self-Expression Model
Relationship Based Based Model
Functional Benefit Representation
Model
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+Self Expression Model
Brands become vehicles to express part of self identity
Eg: Wearing Nike shoes express the aspiration of a person to be
spirited,determined,healthy and fit;though in real life they may not be
so.
a) Brands evoke feelings eg: Harley Davidson or Apple evoke feeling
of superiority
b) Brand is a badge which defines a person
c) Brand becomes part of self
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+Relationship Basis Model
Brand as a friend
Brand as an advisor/guide
Brand as a partner for life
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+Functional Benefit Representation
Royal Enfield’s personality also talks about the functional benefit of
being powerful and liberating
The Energiser rabbit which is indefatigable is a sign of functional
benefit of long lasting energy
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+Brand Personality V/s User Imagery
User imagery signifies the User’s image and personality
Brand Personality signifies the brand’s personality
Brand personality can be dynamic where as User imagery is static
User Imagery is driven by actual users where as Brand Personality is
driven by actual and potential users
India’s premier M-school
+Brand Behaviour v/s Personality Traits
Brand Behaviour/Action Personality Trait
Frequent changes in product form,
advertising , symbols,etc
Flighty , Schizophrenic
Frequent deals and coupons Cheap, Uncultured
Advertises frequently Outgoing , popular
Strong Customer Service, easy to use
package,etc
Approachable
Continuity of characters, packaging Familiar, comfortable
High price, exclusive distribution, advertises
advertises in upscale magazines
Snobbish, sophisticated
Friendly advertising, brand endorsers Friendly
Association with cultural events Culturally aware