BRAND PERSONALITY

PROF MILIND A MARATHE

 BRAND PERSONALITY
• It is what distinguishes one brand from
another.
• It is character of brand-Kapferer
• Theodore levitt calls for providing a cluster of
value satisfactions through a product,this
could be one way of defining brand
personality
• Brand personality is sum total of all significant
tangiable and intangiable assets of a brand
 Dabur
• Dabur is like grandfather
• Components of Dabur personality
• A)strong heritage
• B)Herbal or ayurvedic benefit
• C)healthy
• D)nurturing
• E)dependabale
• Parle G-largest selling biscuits-low price
segment-niche-heritage brand enjoyed by
both grandparents and grandchildren
• Amrutanjan-strong traditional personality
• The definitions can classified as
• 1)emotion-centered
• 2)Human centered definitions
• 3)others
 Brand and Brand Personalities
BRAND PERSONALITY
Maggi hot and sweet chilli sauce Humour
Impact Bicycle Anger
Sunrise compassion
Exide Peace
Onida TV irritation
 Brand Description-using adjectives
Brand Adjective
Tata Tea Vivacious fresh
VIP Luggage Longlasting,family member
Palmolive soap Caring
Gold spot Fun
Nyle shampoo Traditional nurturing
 Five personality Factors
• Sincerity
• Excitement
• Competence
• Sophistication
• ruggedness
 BRAND PERSONALITY SCALE
• SINCERITY • COMPETENCE
– Down to earth – Reliable
– Honest – Intelligent
– Wholesome – Successful
– Cheerful SOPHISTICATION
EXCITEMENT Upper class
Daring Charming
Spirited RUGGEDNESS
Imaginative outdoorsy
up-to-date Tough
 BRAND PERSONALITY
• Aaaker Suggests three approaches to develop
Brand personality
– Self expression
• Motive behind consumption/use of products example
young people prefer Yamaha Bike-power bike and
masculine
• Examples like-close-up,titan,charms and classic
– Relationship
• Fits those brands that are trusty,dependable and
conservative
• Example surf-Lalitaji –kharidari me samajdari hai
Parle-g,colgate dental cream have steady dependable image
– Functional benefit
• It is suitable for certain product categories eg price
effectiveness-Nirma,wheel
 Elements of Brand Personality
Products Sensory Emotional Rational

An Incense stick Smell Brand name Raw material

A washing machine Finish looks Reliability-leading Number of clothes

to peace of mind it washes(Kg)

A diesel engine Noise level Rugged hence Fuel efficiency

reassuring