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An assignment on Brand Personality

COURSE

INSTRUCTOR

Shahidul Islam

COURSE

TITLE

Principle of Marketing 1 MKT 240 THE ISSUE

ON

FOCUS

Brand personality

SUBMITTED BY Dalowar Hossain ID: 072200142 DATE SUBMISSION

OF

DECEMBER 27, 2011

Brand Personality
Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behavior through both individuals representing the brand (i.e.

its employees) as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. Brand personality is nothing but personification of brand. A brand is expressed either as a personality who embodies these personality traits (For instance - Shahrukh Khan and Airtel, John Abraham and Castrol) or distinct personality traits (For instance Dove as honest, feminist and optimist; Hewlett Packard brand represents accomplishment, competency and influence). Brand personality is the result of all the consumers experiences with the brand. It is unique and long lasting. Brand personality must be differentiated from brand image, in sense that, while brand image denote the tangible (physical and functional) benefits and attributes of a brand, brand personality indicates emotional associations of the brand. If brand image is comprehensive brand according to consumers opinion, brand personality is that aspect of comprehensive brand which generates its emotional character and associations in consumers mind. Brand personality develops brand equity. It sets the brand attitude. It is a key input into the look and feel of any communication or marketing activity by the brand. It helps in gaining thorough knowledge of customers feelings about the brand. Brand personality differentiates among brands specifically when they are alike in many attributes. For instance - Sony versus Panasonic. Brand personality is used to make the brand strategy lively, i.e, to implement brand strategy. Brand personality indicates the kind of relationship a customer has with the brand. It is a means by which a customer communicates his own identity.
Brand personality and celebrity should supplement each other. Trustworthy celebrity ensures immediate awareness, acceptability and optimism towards the brand. This will influence consumers purchase decision and also create brand loyalty. For instance - Bollywood actress Priyanka Chopra is brand ambassador for J.Hampstead, international line of premium shirts.

Brand Personality Framework

Customers describe the brand personality in the trials organized by the company, for example: - Volvo representing safety / family orientation - Levis 501 jeans dependable, rugged & American - BMW performance drive - Novae Mild and caring - Nike the athlete in all of us.

The 5 Dimensions of Brand Personality

Consumers make purchasing decisions based on any number of associations they have with individual brands, and companies spend millions on advertising and marketing activities so that they can influence what those associations might be. Just as we each choose our friends based on their personalities, brands can elicit the same sort of response in consumers. In light of this, wouldnt it be interesting to know which human personality traits consumers tend to apply to brands? Well, its good thing for us that someone has studied this and given us a few answers:

1st Dimension SINCERITY

Consumers interpret sincere brands as being down-to-earth, honest, wholesome, and cheerful. Sure, some people find Rachael Ray annoying, but more people find her endearing the kind of woman you can sit down with for a chat at the kitchen table.

2nd Dimension EXCITEMENT

The most exciting brands are daring, spirited, imaginative, and on the cutting edge. Not only are Burton snowboards on the cutting edge of technology and performance, the products bearing the Burton name are designed with their audience in mind. Funky graphics and forward-thinking designs make Burton a leader in their competitive industry.

3rd Dimension COMPETENCE

Reliability, intelligence, and success are the traits associated with these brands. Even in these trying economic times, there are a few financial services firms that still manage to play well in consumer minds. Charles Schwab is the stable, successful, smart guy next door who can tell you what to do with your 401k allocations.

4th Dimension SOPHISTICATION

A brand that is sophisticated is viewed as charming and fit for the upper classes. When it comes to esteem and seemingly eternal longevity, the Chanel brand is unequaled. In good times and bad, this brand remains strong as a symbol of a life lived in all the right places, doing all the right things.

5th Dimension RUGGEDNESS

Interestingly, consumers pick up on this personality dimension quite well. Rugged brands are seen as outdoorsy and tough. The North Face has built an empire by outfitting people who actually do scary outdoorsy things, and those who just like to look good on the streets of NYC.

The sources from where I, collected the information for the assignment-

From

course

materials,

provided

by

our

teacher Strategic Brand Management by Kevin Lane Keller Principles of Marketing by Philip Kotler

The online source from where I collected information

www.learnmarketing.net www.google.com ( as search engine), www.yahoo.com ( as search engine)