Brand Personality

Brand Personality

Dominique Braxton, Nathan Hungate, Darren Markle, Chris Navan, Tony Sherman

What if your brand is Human?

A set of human characteristics associated with a brand

is the brand as a quasi-human entity as perceived by the customer. – Keller, 1998

™Gender

™ Age

™ socio-economic class

™ Psychographic

™ emotional characteristics

CHARACTERISTICS CAN INCLUDE:

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

DR VERS OF BRAND PERS NALITY

Product Characteristics:

Ex. Sports Equipment, Golf Clubs

Ex. Titanium, recycled material, Composite fiber

Ex. Tiger Woods, PGA Players, Amateurs

How to build brand personality

Brand Advocates

WEIGHT WATCHERS “BELIEVE”

How Brand Personality Works

•Brand as a Badge• A Personal statement of who the customer is.

•Self Brand Connection• The brand as an extension of the self

- NIKE FOR LIFE!!

A PERSONALITY INCLUDES:

Relationship Forming:

-Slide seem too bland? like it doesn’t fit the profile of our project? See how personalities affect our expectations!!! Cool huh

Like the battery, the ENERGIZER

BUNNY symbolizes LONG- LASTING

+•Brand personality is BOTH :

Distinctive• BUILT and DEVELOPED over time

¿¿SOOOO WHAT??

• Provides a vehicle for customers to EXPRESS THEIR OWN I.D.• It serves to REPRESENT & RELATE functional benefits/attributes

• Sustainable Point of Differentiation

Because a Personality is nearly impossible to copy.

BUTWHY?...