Brand Personality
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Brand Personality
Just like human beings, a brand soon assumes a personality. It is a set of characteristics associated with a brand. Drawing analogy with human personality, brand personality is unique, distinctive and enduring and provides the brand a differentiation from competitive offerings. It is built by the overall experience of the consumer with the brand , which inturn is affected by the expected value from the brand.
There are many forces that act to construct a brand personality. Just like personality of a person are influenced by multiple forces associated with him like family, friends, education, traditional values, culture, education etc; brand personality is also created by interaction of multiple forces. Fig. 1.1 highlights the primary forces that create brand personality.
The various forces working on building brand personality are-
1. Product class: These can be the primary drivers of brand personality. For e.g. athletic shoes tend to be young, lively, adventurous, rugged, outdoorsy etc.
2. Product related characteristics: Product attributes and marketing mix can strongly affect its perception in the minds of the consumer. For e.g. a high priced brand is wealthy, stylish and maybe even snobbish.
3. User Imagery: User imagery in the form of people who use the brand or those portrayed in advertisements can be a powerful driver of brand personality. They can arouse need recognition in the consumer and also lead to certain expectation being formed from the brand.
4. Sponsorships: Activities such as events sponsored by brands influence their personality. Consumer memory could be impacted by the event the brand sponsored and hence can impact brand personality. For e.g. Pond’s is associated with femineity and has been a traditional sponsor
|
Brand Personality
Just like human beings, a brand soon assumes a personality. It is a set of characteristics associated with a brand. Drawing analogy with human personality, brand personality is unique, distinctive and enduring and provides the brand a differentiation from competitive offerings. It is built by the overall experience of the consumer with the brand , which inturn is affected by the expected value from the brand.
There are many forces that act to construct a brand personality. Just like personality of a person are influenced by multiple forces associated with him like family, friends, education, traditional values, culture, education etc; brand personality is also created by interaction of multiple forces. Fig. 1.1 highlights the primary forces that create brand personality.
The various forces working on building brand personality are-
1. Product class: These can be the primary drivers of brand personality. For e.g. athletic shoes tend to be young, lively, adventurous, rugged, outdoorsy etc.
2. Product related characteristics: Product attributes and marketing mix can strongly affect its perception in the minds of the consumer. For e.g. a high priced brand is wealthy, stylish and maybe even snobbish.
3. User Imagery: User imagery in the form of people who use the brand or those portrayed in advertisements can be a powerful driver of brand personality. They can arouse need recognition in the consumer and also lead to certain expectation being formed from the brand.
4. Sponsorships: Activities such as events sponsored by brands influence their personality. Consumer memory could be impacted by the event the brand sponsored and hence can impact brand personality. For e.g. Pond’s is associated with femineity and has been a traditional sponsor