Brand Equity, image and

Personality
 Brand

A name, term, sign, symbol, or design, or a

combination of them, intended to identify the goods
or services of one seller or group of sellers and to
differentiate them from those of competitors.
A brand are basis of consumer relationship and bring
consumers and marketers closer by developing a
bond between them.
The ultimate goal of advertising is to build greater
“Brand Equity”.
Brand Equity is the added value bestowed on the
product by the brand name.
 Brand Equity
Brand equity—the added value endowed on products and
services, reflected in how customers think, feel, and act with
respect to the brand, as well as in the prices, market share,
and profitability the brand commands for the firm.
Customer‐based brand equity—the differential effect that brand
knowledge has on consumer response to that brand’s
marketing.
Arises from customer response.
Differences in response are a result of brand knowledge.
Differential response is reflected in perceptions, preferences,
and behaviors related to the brand’s marketing.
• High brand equity gives company highly
desired competitive advantage.
• Marketing costs are lowered because of high
consumer awareness and brand loyality.
• High brand awareness gives insulation against
increasing competition.
• Brands like Coca-Cola, Kodak, Gillette etc. are
leaders since 70’s.
 Issues in brand building
• Building Trust
• Building Consistency
• Accessibility to marketer
• Company’s commitment to responsiveness
• Affinity and identity
 Brand Image & Personality
Brand Image:- The set of human characteristics
linked to the brand that consumers hold in
memory.
Eg:- Nescafe has been descrided as young, upper
middle class
 Brand Image & Personality

The Big Five of Human Personality

Sincerity Excitement Competence Sophistication Ruggedness

Down-to-earth Daring Reliable Upper class Outdoorsy
Honest Spirited Intelligent Charming Tough
Wholesome Imaginative Successful
Cheerful Up-to-date
 Brand Image & Personality
David Ogilvy regards brand image & personality as
same thing:-
“The manufacturer who dedicates his advertising to
building the most favorable image, the most
sharply defined personality is the one who will
get the largest share of the market at the highest
profit- in long run”
 Brand Image & Personality
Subroto Sengupta believes brand personality is a sub
set of brand image. Brand image includes
consumers impression about the brand’s physical
characteristics, its performance, the functional
benefits, the kind of people who use the brand, the
emotions and associations it develops, and the
imagery or the symbolic meanings it generates.
Brand personality, represents that part of the brand
image which, in the consumers mind, is associated
with the brand’s emotional aspect and symbolism.
 Brand Image & Personality
Joseph Plummer is of the opinion that there are three
components to a brand image
1. Attributes
2. Consequences
3. Brand Personality
Brand image is inclusive of all associations that a consumer
has for the brand, such as all the thoughts, feelings,
imagery, sounds, etc. that the consumer links mentally to
the brand in his/her memory.
Brand personality includes association with specific
characters, symbols, users and lifestyle. It is unique and
cannot be copied.