1. Brand Personality
A. Kwanta Panthongprasert
Albert Laurence School of Communication Arts
Department of Advertising
2010

2. Different?

3. Different?

4. Occupation?

5. Cosmetic?

6. Why Brand
Personality?
‘Branding is all about differences’
‘Brand as person’

7. Brand Personality
If a specific brand were to come to life – what
characteristics would it have
Similar to the assignment we did with target
marketing earlier this year
Brand Managers are responsible for shaping how
people think about a brand with little to no prompt

8. Brand Personality
What do you think of when you think of the
following brands....

9. VS

10.  It can be defined as a set of human characteristics associated with a given
Brand.
 It includes such characteristics as gender, age, & SEC as well as traits as –
warmth, extrovert, introvert etc.
 A brand can be designed by:
 Demographic
----- age, gender, social class etc.
 Life Style
----- activities, interests & opinions.
 Human Traits
----- extrovert, introvert, dependability etc.
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11. Person
Brand

12. ‘Brand personality provides depth, feelings,
and liking to the relationship.’
Two elements that affect an individual’s
relationship with a brand:
• Relationship between the brand as person and
the customer
• The brand personality or the type of person the
brand represents.

13. Brand Personality Dimensions
of Aaker
 The brand personality dimension:- is a framework to
describe and measure the personality of a brand in five
core dimensions, each divided into a set of facets.
 It is a model to describe the profile of a brand by using
an analogy with a human being.

14. 1) SINCERITY
a) Down to Earth
b) Honest
c)
Wholesome
d) Cheerful
2) EXCITMENT
a) Daring
b) Spirited
c)
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Imaginative
d) Up-to-Date
----- Family oriented, Small – town, Conventional
& Blue collar (ex) Bajaj/ Raymonds
----- Sincere, Real, Ethical, Thoughtful, Caring,
(ex) Tata/ Amul
----- Original, Genuine, Ageless, Classic, Old
fashioned. (ex) Business India/ Taj Mahal -hotel
----- Sentimental, Friendly, Warm, Happy,
(ex) Jet Airways/ Singapore Airways/ Coke
------ Trendy, Exciting, Off-beat, Flashy, Provocative.
(ex) Citi Bank.
- ---- Cool, Young, Outgoing, Lively, Adventurous.
(ex) Thumps-up
------ Unique, Humorous, Surprising, Artistic, Fun.
(ex) Fewiquick/ Fevicol/VIP
------ Independent, Contemporary, Innovative,
Aggressive. (ex) King Fisher/ Pepsi

15. 3) COMPETENCE
a) Reliable
b) Intelligent
c) Successful
---- Hard working, Service, Efficient, Trustworthy,
& Careful. – Reliance/ Maruti
---- Technical, Corporate, & Serious. (L&T).
---- Leader, Confident, Influential. ( Hero/Ujala).
4) SOPHISTICATED
a) Upper class
b) Charming
---- Glamorous, Good looking, Pretentious,
Sophisticated. ( Allen solley/ Lux).
---- Feminine, Smooth, Sexy, Gentle.
( Femina/ Dove).
5) RUGGEDNESS
a) Outdoorsy
b) Tough
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---- Masculine, Western, Active, Athletic. ( MRF ).
---- Rugged, Strong, No-nonsense. (CEAT).

16. 5 Dimensions of Brand Personality
Sincerity
• Down-to-earth = down-to-earth, family-oriented, smalltown, genuine, old-fashioned
• Honest = honest, sincere, real
• Wholesome = wholesome, original
• Cheerful = cheerful, sentimental, friendly

18. 5 Dimensions of Brand Personality
Excitement
• Daring = daring, trendy,
exciting
• Spirited = spirited, cool, young
• Imaginative = imaginative,
unique
• Up to date = up to date,
independent, contemporary

20. 5 Dimensions of Brand Personality
Competence
• Reliable = reliable, hard working, secure
• Intelligent = intelligent, technical, corporate
• Successful = successful, leader, confident

22. 5 Dimensions of Brand Personality
Sophistication
• Upper class = upper class, glamorous, good
looking
• Charming = charming, feminine, smooth

24. 5 Dimensions of Brand Personality
Ruggedness
• Outdoorsy = outdoorsy, masculine,
western
• Tough = tough, rugged

26. Why use Brand Personality?
A) Enriching understanding.
B) Contributing to a Differentiating Identity.
C) Guiding the communication Effort.
Brand Personality Drivers
a) Product – Related Characteristics




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Product Category.
Package.
Price.
Attributes.

27. b) Non – Product Related Characteristics
User Imagery.
 Sponsorships.
 Symbol.
 Age.
 Advt. Style.
 Country of Origin.
 Co. Image.
 Celebrity.
CEO

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28. Brand Behaviors and
Possible
Personality Trait Inferences
Brand Action
Trait Inference
Brand is repositioned several times or changes
slogan repeatedly
Brand uses continuing character in advertising
Familiar, comfortable
Brand charges high prices and uses exclusive
distribution
Snobbish, sophisticated
Brand frequently available on deal
Cheap, uncultured
Brand offers many line extensions
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Flighty, schizophrenic
Versatile, adaptable
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall

29. USER IMAGERY
 It can be based on either typical users or idealized users.
 It can be powerful drivers of Brand personality, in part,
because the user is already a person & thus the difficulty
of conceptualizing the brand is reduced.
 Brands can create a value proposition & basis for a relationship
by focusing on a particular social or reference group thr’o
user imagery.
 Celebrity can also provide the basis for user imagery.
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30. So, now let’s check your own
personality !
1. Write down your own personalities and
characteristics
1. Choose one of your favorite brand and
describe the personalities of that brand
2. If this brand becomes a person, describe the
personalities of this person.

31. What they stand for
What they believe in
What they care about
What they love
What they want to be
The type of person they want to be with
The kind of relationship they want
What they want people to know about them
The kind of friend they want

32. Levels of Personality
A) THE CORPORATE PERSONALITY.
B) THE PRODUCT – DERIVED PERSONALITY.
C) THE ASPIRATION BASED PERSONALITY.
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33.  Envision the personality as extending seamlessly from the
positioning.
 Weigh the alternatives with a single customer in mind.
 Focus personality on a core emotion.
 Make likability a high priority.
 Find room in the Brand Personality for confidence.
 Invest.
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34. BRAND PERSONA QUESTIONS
1. Why do you consider brand X to be better than others?
2. If you see a person using brand X, what would you know
about him or her?
3. If brand X were an actor, what kind of actor would it be & why?
4. What kind of animal best describes the brand?
5. If brand X were a dept. store, what store would it be & why?
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35. 2. Think of two close friends, and write down all
the things you like most about their
personalities
1. Describe the values, beliefs and
characteristics that you admire in your
friends
2. Compare how similar or dissimilar they are
3. Choose the most suitable brands to
represent your friends and explain why???