Brand Personality
Brand Personality?
a set of human characteristics associated with a brand
how the brand behaves
Gender, age, socio-economic class, psychographic, emotional characteristics.
SOME EXAMPLES…
MASCULINE FEMININE
OLDER
YOUNGER
TRENDIER
OLD FASHIONED
CONFORMING
IRREVERENT
like human personality, is both distinctive and enduring.
built over a period of time. the outcome of all the consumer’s
experiences with the brand. In consumer’s mind, these impressions
merge to form an overall concept of what to expect from brand
How to create Brand Personality?SPONSORSHIPS
SYMBOLS can be controlled and
can have extremely strong associations.
BRAND AMBASSADORS
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
The ultimate personality expression occurs when a brand becomes an extension or an integral part of the self.
The potential to create this oneness with some people can represent a significant opportunity for a brand.
The Brand Becomes Part of the Self
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.
Importantly, brand personality is often a sustainable point of differentiation◦ Sustainable because it is very difficult to copy a
personality.