Reflecting the collection of experiences that the public has with the brand is brand personality. Much importance is given to consumer’s emotions and connections. The brand’s courage to stand for something is reflected by personality. Brand Personality is what distinguishes one brand from another or a particular brand from a product. Much of the work in the area of brand personality is based on translated theory of human personality and using similar measures of personality attributes and factors.
Brand Personality is the sum total of all the significant tangible and intangible assets that a brand possesses. Creating a brand personality:
First and foremost, decision of what personality traits a brand should have must be made. Brand personality can be created through many ways. One way is either the brand personality should match the consumer or to a personality that they like. The process will be 1. Define the target audience
2. Find out what they need, want and like
3. Build a consumer personality profile
4. Create the product personality to match that profile
Companies such as levis strauss, who research their target audience fastidiously, favour this type of approach. For levis the result is a master-brand personality that is: • Original
A related product brand personality for a specific customer group like levis 501 jeans is: • Physical
• Likes being admired
Both profiles appeal mostly to the emotional side of people’s minds to their feelings and sensory function. This profiling approach aims to reinforce the self-concept of the consumers and their aspiration. The approach is ideal for brands that adopt a market-niche strategy, and can be extremely successful if a market segment has a high degree of global homogeneity, as is the case with levis Adding personality is even more important if the task is to create a corporate as opposed to a product brand, as every encounter with the customer gives the opportunity to put across the brand personality. Importance of Brand Personality:
It is important for a brand to have a unique personality without which it might otherwise go unnoticed. Brand personality makes the consumer to remember the brand easily. It not only possess the personality but also the charisma. The definition of brand personality available in literature can be classified in 3 types. 1. Emotion centered definitions (link between cons and brand) 2. Human centered definitions
Brand personalities are important in consumer behavior because the consumer can quickly and easily relate and remember the distinct personalities of that organization; leading to expectations that a consumer can have of a company. "Some people may never get to have the personality of something they aspire but would like to have a relationship with one. The concept of a relationship between a brand and a person provides a different perspective on how brand personality might work". (groups.haas.berkeley.edu)
In fact, there are five dimensions of brand personality as described by Jennifer Aker from the Journal of Marketing Research. Her research provides a framework to describe and measure the “personality” of a brand infive core dimensions. Each personality is divided into a set of attributes. “It is a model to describe the profile of a brand by using an analogy with a human being. She believes that it's imperative a brand be carefully "humanized" in order to connect with the audience” It is a comprehensive concept, which includes all the tangible and intangible traits of a brand, say beliefs, values, prejudices, features, interests, and heritage. A brand personality makes it unique. • Brand Personality describes brands in terms of human characteristics. • Brand personality is seen as a valuable factor in increasing brand engagement and brand...