Wayne Rooney
THIS IMPLIES THAT BRAND IS BY INDIVIDUALS, AND NOT BY COMPANIES, MARKETS, OR PUBLICS
Brand Personality
A Common Thread that links a brand to an individual(target audience)
-ankur chandel 2098 B.C.
REFERS TO THE OUTCOME OF ALL THE CONSUMERS EXPERIENCES WITH THE BRAND.
life
IDENTITY AND IMAGE
TO A BRAND, TO MANAGE
TO CREATE
likeability
Brands
Thumbs up Amul MTV Indiakings Woodlands Mahindra Scorpio Marlboro Ruff & Tuff Sona chandi Chavanprash Britania little hearts Moods Liril Lux Dove Bisleri Bajaj Pulsar Yamaha Titan Cinthol Mysore Sandal Medimix
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Personality
Bravery / daring Humour Wacky Sophistication (upper class) Ruggedness & outdoorsy Ruggedness Ruggedness Bravery Bravery Love & Affection Sensitivity Freshness & Lime Beauty, softness Softness Safety Power Power Style, elegance Freshness Traditional Traditional
Brand personality enables to establish relationship between brand & consumer with emotional content. The degree of proximity between brand and consumer personality, will influence the purchase intension and brand loyalty. Brands need to update personality to stay contemporary and relevant, as target audience personality may change over a period of time, due to changes in cultural, economic, media exposure etc. Brand personality should not be confused with target audience characteristics.