Brand Personality
Brand Personality
► Brand
personality is what distinguishes one brand from another or a particular brand from a product. is easier to intuitively understand brand personality rather than define it
► It
Brand personality of DABUR
► Strong
heritage ► Herbal or ayurvedic benefit ► Healthy ► Nurturing
► Consumers
find it easy to deal with brands that have strong personality because it is easier to remember them. ► Ex : Parle G the largest selling biscuit in the low price segment has carved a niche for itself because it is seen as a “Heritage” brand enjoyed by both Grand Parents as well as Grand Children.
► Besides
possessing personalities, also acquires “Charisma” so much the better. ► Ex : Lux has the aura of “The cine star’s soap” this aura of aspiration & achievements makes it irresistible.
► The
definition of Brand Personality available in literature can be classified into three types : ► A) Emotion centered definition ► B) Human centered definition ► C) Others
Emotion Centered Definition
►Christine
Restall of McCann Erikson contends that it is because of an emotional pre disposition that people choose one brand instead of the other though there is no discernible difference between them thus, we can see brand personality as the emotional between the consumer & the brand. brand.
►Crask
& Laskey’s view of brand personality is that it is the sum of intangible assets of the brand. (Eg. Quality, Prestige etc.) like intangible assets of Lifebuoy soap are germs killing platform, health positioning. ►Its tangible aspects are its long lasting ability , its red carbolic cake and its bright packaging .
Projective technique has been used to identify the emotions underlying the brand
► Maggi
sauce ► Red & White
► Onida ► Exide
hot & Sweet Chili
► Humor ► Valour ► Irritation ► Peace
TV battery
Another way of using projective techniques is to identify the brand with an adjective.
► Tata ► Ayur
Tea
► Brand
personality is what distinguishes one brand from another or a particular brand from a product. is easier to intuitively understand brand personality rather than define it
► It
Brand personality of DABUR
► Strong
heritage ► Herbal or ayurvedic benefit ► Healthy ► Nurturing
► Consumers
find it easy to deal with brands that have strong personality because it is easier to remember them. ► Ex : Parle G the largest selling biscuit in the low price segment has carved a niche for itself because it is seen as a “Heritage” brand enjoyed by both Grand Parents as well as Grand Children.
► Besides
possessing personalities, also acquires “Charisma” so much the better. ► Ex : Lux has the aura of “The cine star’s soap” this aura of aspiration & achievements makes it irresistible.
► The
definition of Brand Personality available in literature can be classified into three types : ► A) Emotion centered definition ► B) Human centered definition ► C) Others
Emotion Centered Definition
►Christine
Restall of McCann Erikson contends that it is because of an emotional pre disposition that people choose one brand instead of the other though there is no discernible difference between them thus, we can see brand personality as the emotional between the consumer & the brand. brand.
►Crask
& Laskey’s view of brand personality is that it is the sum of intangible assets of the brand. (Eg. Quality, Prestige etc.) like intangible assets of Lifebuoy soap are germs killing platform, health positioning. ►Its tangible aspects are its long lasting ability , its red carbolic cake and its bright packaging .
Projective technique has been used to identify the emotions underlying the brand
► Maggi
sauce ► Red & White
► Onida ► Exide
hot & Sweet Chili
► Humor ► Valour ► Irritation ► Peace
TV battery
Another way of using projective techniques is to identify the brand with an adjective.
► Tata ► Ayur
Tea