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    Brand Personality: Prof Milind A Marathe

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    Shashank_Shekh_3675
    Brand personality is defined as the set of human characteristics associated with a brand. It distinguishes one brand from another. Dabur is seen as having a strong heritage brand personality that is healthy, nurturing, and dependable. Parle G biscuits have a heritage brand personality enjoyed by both grandparents and grandchildren. Brand personality can be described using adjectives and is made up of sincerity, excitement, competence, sophistication, and ruggedness factors. Developing brand personality involves self-expression, relationships, and functional benefits.

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    Brand Personality: Prof Milind A Marathe

    Uploaded by

    Shashank_Shekh_3675
    171 views12 pages
    Brand personality is defined as the set of human characteristics associated with a brand. It distinguishes one brand from another. Dabur is seen as having a strong heritage brand personality that is healthy, nurturing, and dependable. Parle G biscuits have a heritage brand personality enjoyed by both grandparents and grandchildren. Brand personality can be described using adjectives and is made up of sincerity, excitement, competence, sophistication, and ruggedness factors. Developing brand personality involves self-expression, relationships, and functional benefits.

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    Brand Personality

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    Brand personality is defined as the set of human characteristics associated with a brand. It distinguishes one brand from another. Dabur is seen as having a strong heritage brand personality that is healthy, nurturing, and dependable. Parle G biscuits have a heritage brand personality enjoyed by both grandparents and grandchildren. Brand personality can be described using adjectives and is made up of sincerity, excitement, competence, sophistication, and ruggedness factors. Developing brand personality involves self-expression, relationships, and functional benefits.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    171 views12 pages

    Brand Personality: Prof Milind A Marathe

    Uploaded by

    Shashank_Shekh_3675
    Brand personality is defined as the set of human characteristics associated with a brand. It distinguishes one brand from another. Dabur is seen as having a strong heritage brand personality that is healthy, nurturing, and dependable. Parle G biscuits have a heritage brand personality enjoyed by both grandparents and grandchildren. Brand personality can be described using adjectives and is made up of sincerity, excitement, competence, sophistication, and ruggedness factors. Developing brand personality involves self-expression, relationships, and functional benefits.

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    BRAND PERSONALITY

    PROF MILIND A MARATHE


    BRAND PERSONALITY
    • It is what distinguishes one brand from
    another.
    • It is character of brand-Kapferer
    • Theodore levitt calls for providing a cluster of
    value satisfactions through a product,this
    could be one way of defining brand
    personality
    • Brand personality is sum total of all significant
    tangiable and intangiable assets of a brand
    Dabur
    • Dabur is like grandfather
    • Components of Dabur personality
    • A)strong heritage
    • B)Herbal or ayurvedic benefit
    • C)healthy
    • D)nurturing
    • E)dependabale
    • Parle G-largest selling biscuits-low price
    segment-niche-heritage brand enjoyed by
    both grandparents and grandchildren
    • Amrutanjan-strong traditional personality
    • The definitions can classified as
    • 1)emotion-centered
    • 2)Human centered definitions
    • 3)others
    Brand and Brand Personalities
    BRAND PERSONALITY
    Maggi hot and sweet chilli sauce Humour
    Impact Bicycle Anger
    Sunrise compassion
    Exide Peace
    Onida TV irritation
    Brand Description-using adjectives
    Brand Adjective
    Tata Tea Vivacious fresh
    VIP Luggage Longlasting,family member
    Palmolive soap Caring
    Gold spot Fun
    Nyle shampoo Traditional nurturing
    Five personality Factors
    • Sincerity
    • Excitement
    • Competence
    • Sophistication
    • ruggedness
    BRAND PERSONALITY SCALE
    • SINCERITY • COMPETENCE
    – Down to earth – Reliable
    – Honest – Intelligent
    – Wholesome – Successful
    – Cheerful SOPHISTICATION
    EXCITEMENT Upper class
    Daring Charming
    Spirited RUGGEDNESS
    Imaginative outdoorsy
    up-to-date Tough
    BRAND PERSONALITY
    • Aaaker Suggests three approaches to develop
    Brand personality
    – Self expression
    • Motive behind consumption/use of products example
    young people prefer Yamaha Bike-power bike and
    masculine
    • Examples like-close-up,titan,charms and classic
    – Relationship
    • Fits those brands that are trusty,dependable and
    conservative
    • Example surf-Lalitaji –kharidari me samajdari hai
    Parle-g,colgate dental cream have steady dependable image
    – Functional benefit
    • It is suitable for certain product categories eg price
    effectiveness-Nirma,wheel
    Elements of Brand Personality
    Products Sensory Emotional Rational

    An Incense stick Smell Brand name Raw material

    A washing machine Finish looks Reliability-leading Number of clothes


    to peace of mind it washes(Kg)

    A diesel engine Noise level Rugged hence Fuel efficiency


    reassuring

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