PRODUCT PERSONALITY

Product and Brand Personality

 Meaning
 Products carry meanings with them and project
distinctive images.

 These meanings and images arise out of the many

components that make up the product personality.
 Components of Product
Personality
 The core or the basic constituent

 The associated features.

 The brand name and logo.

 The package and label..

 The Core or the Basic Constituent &
Associated features
 The core or the basic constituent of the product is the first
component in its total personality.
 Let us take Mysore Sandal soap, a luxury bath soap made
in India as an example.
› The fragrance of sandal oil,
› the oval shape
› the sandal color,
› the brand name,
› the price,
› the positioning as luxury soap,
everything has gone into the product personality build-up.
 Brand name
 A brand is defined
› as a name,
› term,
› symbol,
› design,
› or a combination of them,
› which is intended to identify the goods and
services of one seller and to differentiate them
from those of competitors.
 A trademark is a brand that has been given
legal protection, thus ensuring its use
exclusively by one seller. Trademark is a legal
term, while brand is a marketing term.
 In marketing, the brand name is a major selling tool
and one of the most important components of the
total personality.

 The intensive brand promotion, undertaken by

marketers of various products has made consumers
extremely brand-conscious.
 The Package and label
 Important component of the total product
personality.

 The package performs two essential roles:

1. Giving protection to the product.

2. Adding to its aesthetics and sales appeal.
 Traditionally, packaging was intended
› to protect the product,
› to prevent deterioration on route,
› and to facilitate handling at the various
points of distribution.
 Packaging
 Packaging has become a major tool in the promotion
of the product.
› The material of the package,
› the color,
› the shape and size of the package,
› its finish,
› the labeling on it,
› the possibilities of reuse etc.,

came to be utilized in building the total sales appeal of the

product.
 Label
 Label is part and parcel of a package.

 A label provides written information about the

product.

 Labeling helps the buyer to understand the nature of

the products, its distinctive features, its composition,
its performance etc.
Brand Personality
 Describes the human characteristics people
experience when they encounter a brand.

 It has by far the strongest influence on the

emotional connection people feel toward your
brand.
 Often a company’s brand personality matches
the customer’s self-perception of their own
personality or a personality they aspire to.
 Brand personality is nothing but
personification of brand
 A brand is expressed either as a personality who
embodies these personality traits
› Shahrukh Khan and Airtel
› John Abraham and Castrol

 Distinct personality traits

› Dove as honest, feminist and optimist;
› Hewlett Packard brand represents accomplishment,
competency and influence).
 Brand personality must be differentiated from brand
image

› brand image denote the tangible (physical and

functional) benefits and attributes of a brand,

› brand personality indicates emotional associations of

the brand.
Example for traits: