Download - Identity and Personality Associations
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Creating a brand
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IDENTITY IMAGE
The way a company aims to
identify or position itself
The way the consumers
perceive the company
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A unique set of associations
Represents the Brand
Implies customer promise
Direction, purpose and meaning
Central to strategic vision
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Aaker Model
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Extended
core
Brand As Product
1. Product Scope
2. ProductAttributes
3. Quality/Value
4. Uses
5. Users
6. Country
Brand asOrganization
1. OrganizationalAttributes
2. Local vs.Global
Brand AsPerson
1. Personality
2. Brand-
customerrelationship
Brand AsSymbol
1. VisualImagery andmetaphors
2. BrandHreritage
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Defined by product attributes
Important influencer
Linked to user requirements-product experience.Six dimensions to this group
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Brand as organization attributes.Less tangible and more subjective.Attributes
CRM
Innovation
Perceived quality
Visibility and Presence
Contribute towards value propositionsand customer relationships.
2 dimension to the group
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Brand withhuman traits
Becomes a vehicle for customers to
express th
eir own personalities2 dimensions to the group
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Captures almost anything that represents
the brand.
Recognizable, meaningful and trustfulVisual metaphor
2 dimensions to the group
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Kapferer Model
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Physique An exterior facet communicating physical specificities,colour, form and brand qualities
Personality is same as Aaker, it answers the question whathappens to this brand when it becomes a person?
Culture symbolizes the organization, its country-of-origin and thevalues it stands for.
Relationship is the base of interaction between consumer and theorganisation.
Reflection is the way the customer wishes to be seen as a result ofusing a brand. the target outward's mirror
Self-image is what the consumer think ofhimself.
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Physique: Communication device, hi technology, performance,design, interchangeable/ colorful covers, premium materials andgraphics, user friendly software, big display, no antenna, comfortable
forms,electronic visual identifierN
okia blue andN
okia logo.Personality: Innovative, fun, committed, reliable, trendy, involved, highachiever, honest, socially accountable and progressive.
Culture: Communication, respect for the individual, innovation,reliability, customer focus, customer satisfaction, cutting edge
communications technology and global.
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Relationship:Connecting people.
Reflection: Young, sophisticated, cool, fun, fashion and statusconcerned.
Self-image: Young, trendy, sophisticated, able to buy (symbol ofsocial status), innovative and technology aware.
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Adidas vs Nike
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Adidas
Picture of Sender
Picture of Receiver
Personality
Traditional, conservative,
collective
Physique
Sports and fitness
Relationship
Quality and heritage
Culture
European,Traditional
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True sportsmanship,A
good team player, Strong
work ethic
SelfImageRelates more to
competing than to
winning
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Nike
Picture of Sender
Picture of Receiver
Personality
Like Jordan, Woods
Physique
Sports and fitness
Relationship
Sponsorship, ethics
Culture
American, Just do it!
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ReflectionAggressive, provocation,
in- your face
SelfImageCool, I am an athlete
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Adidas
Picture ofSender
Picture ofReceiver
Personality
Traditional,
conservative,
collective
Physique
Sports and
fitness
Relationship
Quality and
heritage
CultureEuropean,
Traditional
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n Reflection
True sportsmanship,A good
team player, Strong work
ethic
Self Image
Relates more to competing
than to winning
Nike
Picture ofSender
Picture ofReceiver
Physique
Sports and
fitness I
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Personality
Like Jordan,
Woods
Relationship
Sponsorship,
ethics
CultureAmerican, Just
do it!
Reflection
Aggressive, provocation,
in- your face
Self Image
Cool, I am an
athlete
Comparative
Analysis
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Three aspects Attributes
Consequences
Personality
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Traits of Human personality Physical
Demographic
Traits
Value
Brand personality as an Enabler
Relate to a brand like we relate to people
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Similar traits for a brand Physical:character,symbols, type of user etc
Demographic:Reid & Taylor v/s Grasim
Value:Brand Values attract consumers with
similar life values
x E.g.:Bud Light
x Consumers: young: fun and excitement
x Bud light Personality:Party animal
x Mnemonic : Spuds Mckenzie
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Traits:The Big Five
x Extraversion/Introversion
x E.g.:adventurous-cautious, sociable-reclusive
x Agreeablenessx E.g.:good natured-irritable, gentle-headstrong
x Conscientiousness
x E.g.: responsible-undependable, tidy-careless
x Emotional Stability
x E.g.:composed-excitable, calm-anxious
x Culture
x E.g.: refined-crude, imaginative-simple
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Marketer/Consumer
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Creates Differentiation
Gain Market Share
D
emand High
er PriceAdds to Brand Equity
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TOTHE FIRM TOTHE CUSTOMER
Higher Sales price
Access to distribution
Strong Shelf space
Consumer Awareness
Loyalty
Brand extensions
Double edged
Increases confidence in
purchase decision
Enables interpretation and
processing of information
Improves post usage
satisfaction
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Reinforces self identity Brand Personality gives meaning
Consumer acquires/assimilates the same
Ideal or aspirational personality
Creates Social Value Defines a sense of group
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Maximum Importance: Situations Social signaling value
Relative scarcity
Ambiguity of quality
Susceptibility to symbolism
x High self monitors
x Low self monitors
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Implementing Brand Personality Strategy
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Researching symbolic associations
Deciding a brand personality
Execution of the desired personality
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Research
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Photo picks
Fisheye-Indian Terrain
Free Association
Ogilvy- Hutch
Sentence completion
Burger King
Visual setting
Coors/Lowenbrau
Psychodrama:
McCann-Erickson
Pilsbury-Duncan Hines
Cross association Young & Rubicam
Titan Raga
x Cosmopolitan
x Page 3x Sex & the city
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Targeting a brand personality
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Correspond to Ideal brand personality
Competitive brand personalities
Relate to the Brand Promise Nike :competition, determination, winning
Athletes
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Demographic
Values
Caveat Constant tracking
Change over Time
Change over Circumstance
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Execution
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Multiple contributors
Advertising
Corporate Rep
Pricing Packaging
Promotions
Key Advertising
elements
Endorser
Execution elements Symbols
Consistency
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Choice of endorser crucial
Repetition personality transfer
Celebrity Pierce Brosnan- Omega
Character Marlboro man
Casting crucial
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Imagery portrayed in advertising Setting
Props
Theme
Characterisation
Example:Rolling stone
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Music
Visual Direction
Pace
Layout
Cinematography
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Brand Mnemonic
Appropriate associations ING Vysa: Lion
Camel: Joe Camel