Brand Personality 1

8/3/2019 Brand Personality 1

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Group membersM.Shahid Khan 09-NTU-1218

Abdullah Firdous 09-NTU-1203

M.Shahbaz 09-NTU-1217

Hassan Mazahir 09-NTU-1197

Azam Ali 09-NTU-1193


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Brand Personality

A. Kwanta Panthongprasert

Albert Laurence School of Communication Arts

Department of Advertising

2010


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BRAND

Refers to symbols such as name,

logo, slogan, design etc.

Customer experience represented

by collection of images & ideas.


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Brand Personality

Lets take a look at some competitors in the

coffee industry


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Different?


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Occupation?


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V

S


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Some examples

Marlboro is masculine while VirginiaSlims is feminine

IBMis older whileApple is younger

Coke is conforming whilePepsi isirreverent


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Examples

AxeAxe

Seduction, masculinity,Seduction, masculinity, invidualityinviduality

MarlboroMarlboro

Masculinity, freedom, adventureMasculinity, freedom, adventure

LevisLevis

Quality, sensuality, being coolQuality, sensuality, being cool


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Environmental Design

Hot color communicates anaggressive, passionate

personality


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POWERBUILDING

Plays role in introduction & growth of new

brands to create noticeable differentiation

Young, trendy, stylish

Provide better &

different shopping

experience

compelling prices &

clean-attractive stores


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Why use brand personality?

Creates brand equityCreates brand equity

Builds long-term brand equity

Differentiates the brand and makes it distinct

from other competitive offerings


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5 Dimensions ofBrand Personality

1.Sincerity (down-to-earth, honest,

wholesome, cheerful)

2.Excitement (daring, spirited)3.Competence (reliable, intelligent,

successful)

4.Sophistication (upper class, charming)5.Ruggedness (outdoorsy, tough)


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SincerityLoyalty with brand is represent to the sincerity


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How much you get excited ?

Your openion about the brand after

using it.

Excitement


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Who are the competetors of your brand cureCompetence


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glamorous, good looking

Charming

Sophistication


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Ruggedness western Tough = tough, rugged


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MARKEETING COMUNICATIONS


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Direct tools

- Advertising

- Personal selling

Sponsorships

- Direct marketing

- Exhibitions

Marketing communication tools:


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MARKEETING COMMUNICATION

The process by which a

marketer develops and presents

stimuli to a defined targetaudience with the purpose of

eliciting a desired set of

responses.


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MARKEETING TOOLS

INDIRECTTOOLS

Public relations

Sponsorship


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Communication Strategy

Enhance the image of Pleasure as most preferred scooter for women.

Connect with the target group as a unique lifestyle and personality brand

To be present at almost every touch point with the communication targetgroup

To break the clutter and communicate the Brand message.

The Objective

The Goal

The Task

The Challenge


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MEDIA STRATEGY

Print media


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T.V AND RADIO


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INTERNET


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Hypothesis

Brand equity

Brand identity is aunique set of brand

associations that the

brand strategistaspires to create or

maintain

Identity Image


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Strategies

Only dominant brand personality

dimensions significantly affect brand

equity

Perceived marketing communications

significantly effect brand equity


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METHODOLOGY


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METHODOLOGY

DATA COLLECTIONS

Advertisment

Consumer Survey

Online Questionairre

Competitors Brands Analysis


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Analysis

2Major dimensions

Positive

Negative


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Results

Analysis shows 4 dimensions

Social value

Brand knowledge

Brand loyalty

Perceived Quality


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Brand Personality 1

Documents

Transcript of Brand Personality 1