Brand Personality Free Essays

Brand Personality Brand personality is what distinguishes one brand from another or a particular brand from a product. is easier to intuitively understand brand personality rather than define it It Brand personality of DABUR Strong heritage Herbal or ayurvedic benefit Healthy Nurturing Consumers find it easy to deal with brands that have strong personality because it is easier to remember them. Ex : Parle G the largest selling biscuit in the low price segment has carved a niche for itself because it is seen as a â€Å"Heritage† brand enjoyed by both Grand Parents as well as Grand Children. We will write a custom essay sample on Brand Personality or any similar topic only for you Order Now Besides possessing personalities, also acquires â€Å"Charisma† so much the better. Ex : Lux has the aura of â€Å"The cine star’s soap† this aura of aspiration achievements makes it irresistible. The definition of Brand Personality available in literature can be classified into three types : A) Emotion centered definition B) Human centered definition C) Others Emotion Centered Definition Christine Restall of McCann Erikson contends that it is because of an emotional pre disposition that people choose one brand instead of the other though there is no discernible difference between them thus, we can see brand personality as the emotional between the consumer the brand. brand. Crask Laskey’s view of brand personality is that it is the sum of intangible assets of the brand. (Eg. Quality, Prestige etc. ) like intangible assets of Lifebuoy soap are germs killing platform, health positioning. Its tangible aspects are its long lasting ability , its red carbolic cake and its bright packaging . Projective technique has been used to identify the emotions underlying the brand Maggi sauce Red White Onida Exide hot Sweet Chili Humor Valour Irritation Peace TV battery Another way of using projective techniques is to identify the brand with an adjective. Tata Ayur Tea shampoo Blade Fresh Traditional Macho, , Nurturing Gillette Tough Human Centered Definition Southgate defines personality as â€Å"the human characteristics of the brand in question, whilst taking special care that it is the brand that is being described and not he target customer. ( Is the brand male or female?†¦. Technocrat or nurse?†¦. Puritan or Hedonist? † This route to defining brand personality transforms a brand into a human being. Aaker’s definition of brand personality is close to this. He sees brand personality as the set of human characteristics associated with a brand. For Instance, Harley Davidson motorcycle is seen as a macho, freedomfreedom-seeking person. Thi s is a personality. Similarly, Coke’s personality is â€Å"REAL† (the real thing! ); Pepsi’s is young, spirited, exciting. † 1. 2. 3. Human characteristics might be demographic traits such as gender , age , socio-economic socioclass besides subtle personality traits like Warmth , concern and sentimentality. Brand personality can thus have demographic characteristics : Feminine (Sunsilk , fair lovely ) vs. Masculine ( Fair handsome , Old spice ) Psychographic characteristics like upper class ( Surf Excel matic ) vs. blue collar ( Nirma , Ghadi ). Sophisticated ( Esteem ) vs. Rugged ( Tata sumo ) 1. 2. 3. 4. 5. 5 Personality factors namely are Sincerity Excitement Competence Sophistication Ruggedness Each personality factor composed of several sub-factors which is illustrated subbelow as a brand personality scale. 1. Sincerity Down to Earth Honest Wholesome Cheerful 2. Excitement Daring Spirited Imaginative Up-toUp-to-date 3. Competence Reliable Intelligent Successful Inspire a leadership brand 4. Sophistication Upper Class Charming What we buy often speaks about ourselves Van Heusen 5. Ruggedness Outdo orsy Tough Brand Personality Symbolism The Marlboro Man is one of the most famous and controversial ads of all time The Marlboro Man represents/is: Being a cowboy (a boy’s fantasy) Cool Independence Rugged/Tough Ability Style Steadiness Fearless Elements of Brand Personality Brand Values Rational Appeals to the reason (Beliefs) Sensory Appeals to the senses (Reactions) Emotional Appeals to the emotions (Feelings) Symbolic Appeals to the Self- image (Associations) sensible, practical, hardworking, affordable efficient stylish, sizzling, tasty, attractive warm, caring, fun, exciting, trendy, trusted asp rational, status-conscious, cult figure, macho How to cite Brand Personality, Essay examples Brand Personality Free Essays Consumer Behaviour Brand Personality: Red Bull Red bull has become one of the largest most profitable companies on the planet. One might ask how an energy drink company could become so big. The answer to that question is through an effective brand personality. We will write a custom essay sample on Brand Personality or any similar topic only for you Order Now Red bull began as a company in Thailand, and once entrepreneurs realized the potential opportunity it exploded. As of recently, Red Bull has gotten its name into just about every sport there is. Their niche is extreme sports and events but they also are involved in traditional team sports as well. To give a general sense of just how wide spread their reach is, we will take a look at just some of the sports and events they sponsor. The list is as follows: * New York Red Bull * MLS soccer team * Red Bull Crushed Ice: * Downhill ice skating race * Red Bull Racing: * Formula One racing * Red Bull’s â€Å"McConkey† Documentary: * Famous Skier/Base Jumper Documentary * Red Bull Rampage Utah Mountain biking competition * Red Bull Winch Sessions * Abstract Wakeboarding and snowboarding locations * Red Bull Art of Motion * Freerunning competition * Red Bull Stratos * Felix Baumgartner’s record breaking jump from 128,000 feet * Travis Rice’s: The Art of Flight * Snowboard documentary funded by Red Bull This list goes on. Just by these few examples there’s no question that Red Bull has developed a world famous brand personality, for being the leader i n sports innovations. They have continually pushed the envelope when it comes to extreme activities. Using Felix Baumgartner’s jump as a primary example, Red Bull, not NASA, sent a man 128K feet to test the possibility of a human entering the atmosphere. Felix’s jump set records including highest (128K feet) and fastest (1342km/h – breaking the sound barrier) free fall ever. This recent event portrays Red Bull’s personality perfectly and just how creative and innovative they are becoming with regards to their sponsorships. How to cite Brand Personality, Papers