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BRAND PERSONALITY AND SELF IMAGE. A brand is a name or trademark connected with a product or producer. PERSONALITY – the inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

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BRAND PERSONALITY AND SELF IMAGE


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A brand is a name or trademark connected with a product or producer.

  • PERSONALITY– the inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
  • BRAND PERSONALITY- “is a set of human characteristics associated with a brand” .- AAKER

Corporate ,formal, professional

Individualists, freethinkers, innovative

Aggressive, main-stream, arrogant

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Core dimension of a brand building process.

  • Plays an important role in the process of decision making.
  • Every form of appearance of brand influence the customer to add an attribute to brand personality.

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brand personality framework jennifer l aaker
BRAND PERSONALITY FRAMEWORK– Jennifer L Aaker

BRAND PERSONALITY

Sincerity Excitement competence sophistication ruggedness

-Down to earth -daring -reliable -upper class - outdoorsy

-Honest - spirited - intelligent - charming - tough

-Wholesome - imaginative -successful

-Cheerful -up-to date

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TRAITS ARE FORMED BY –

  • DIRECT CONTACT – matching set of characteristics with Celebrity endorsements

CEO of the company

Employees.

  • INDIRECT CONTACT - through product related attributes brand name,

visual communications of the brand like logos, symbols, communication, style, price, place and promotions.

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brand personification
BRAND PERSONIFICATION

A description of an inanimate object as being a living person or animal .

  • The most common technique for eliciting the composition of the brand.
  • Projection techniques are used frequently in qualitative brand research.

Eg - elephant, -dog,

- cat, – larger cat

  • An alternative to personification is to describe the brand as a story or a scene.

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brand personality and gender
BRAND PERSONALITY AND GENDER

Product Personality frequently endows the product or brand with a gender.

Some product perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo)

  • Foe e.g. Marlboro is ‘masculine’

-while Virginia Slims is ‘feminine’

  • Bajaj Pulsar ‘Definitely male’ masculine while Dyna soap ‘Be a lady’ feminine.
  • Axe Seduction, masculinity, individuality, unconventionality

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example spinz
Example: Spinz

Young

Modern

Active

Outdoor

Cheerful

Friendly

‘Life of the Party’

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product personality and geography
PRODUCT PERSONALITY AND GEOGRAPHY

-Certain products has a strong geographical association.

-Products manufacturer creates a geographic personality of the product.

  • Actual locations like Philadelphia cream cheese
  • Arizona iced tea
  • Fictitious names also used such as Hidden Valley and Bear Creek

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personality and colour
PERSONALITY AND COLOUR
    • Consumer also associate personality with specific colors.
    • Color combinations in packaging and products denotes personality.
  • For e.g. Coca Cola is associated with red color.
  • Blue bottle are often used to sell wine.
  • VODAFONE-Red color, as red is a color of passion, innovation, hard work.

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The Personality-like Associations of Colors

BLUE

Commands respect, authority

  • IBM holds the title to blue
  • Associated with club soda
  • Men seek products packaged in blue
  • Low-calorie, skim milk
  • Coffee in a blue can perceived as “mild”

YELLOW

Caution, novelty, temporary, warmth

  • Eyes register it faster
  • Coffee in yellow can perceived as “weak”

GREEN

Secure, natural, relaxed or easy- going, living things

  • Good work environment
  • Associated with vegetables and chewing gum
  • Canada Dry ginger sales increased when it changed sugar-free package from red to green and white

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RED

Human, exciting, hot, passionate, strong

  • Makes food “smell” better
  • Coffee in a red can perceived as “rich”
  • Women have a preference for bluish red
  • Men have a preference for yellowish red
  • Coca-Cola “owns” red

ORANGE

Powerful, affordable, informal

  • Draws attention quickly

BROWN

Informal and relaxed, masculine, nature

  • Coffee in a dark-brown can was “too strong”
  • Men seek products packaged in brown

WHITE

Goodness, purity, chastity, cleanliness, delicacy, refinement, formality

  • Suggests reduced calories
  • Pure and wholesome food
  • Clean, bath products, feminine

BLACK

Sophistication, power, authority, mystery

  • Powerful clothing
  • High-tech electronics

SILVER, GOLD

Regal, wealthy, stately

  • Suggests premium price

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self concept

Self Concept

  • Is defined as the totality of individuals thoughts and feelings having reference to him/ her as an object.
  • Consumers have a variety of enduring images of themselves
  • These images are associated with personality in that individuals consumption relates to self-image
  • Life style, in many ways, is an outward expression of ones self-concept.

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self concept theory
Self Concept - Theory
  • Holds that individuals have a concept of self, based on who they think they are (the actual self) ………… and a concept of who they think they would like to be (the ideal self).
  • Related to two key concepts of the ego and the super ego.
  • Ego is similar to one’s objective reality, so its similar to actual self.

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Superego is defined by the way things should be and hence can be seen as a reflection of ideal self.

Self concept is also a social phenomenon.

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one or multiple selves
One or multiple selves
  • A single consumer will act differently in different situations or with different people .
  • Marketers should target their product & services to consumers within the context a particular self.

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actual self
Actual Self
  • It is how consumers see themselves.
  • Consumers have various role identities – mother, wife, working woman, volunteer etc.
  • One of these roles is dominant in specific situations. This particular role affects the behavior (dressing style, talking, way they conduct etc)
  • The mixture of individuals roles makes up the individual self.

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relationship between brand preference and consumers self image
Relationship between brand preference and consumers self image:
  • Studies have confirmed that consumers buy products related to their self concept.
  • Brands they select reflect their personalities.
  • The same is in the case of automobiles too.
  • Consumers use brands to help them in their task of defining themselves.
  • The concept of ‘actual self’, says that image consumers have of themselves influences their purchases.
  • For eg: With some everyday household product, consumers might be guided by their actual self image.

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relationship between self concept brand image influence
Relationship Between Self Concept & Brand Image Influence

Product

(Brand

Image)

Relationship

Between

self concept &

brand image

Satisfaction

Purchases

Contribute to

Desired self

concept

Behavior

Seek products and

Brands that

improve/ maintain

self concept.

Consumer

(self concept)

Reinforces Self-Concept

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ideal self
Ideal Self
  • Concept of ideal self relates to ones self esteem.
  • The greater the difference between the actual self and the ideal self, the lower an individuals self esteem.
  • Dissatisfaction with actual self, will end up in purchases of such products that they think will enhance their ‘self-esteem’.
  • A woman who would like to be more modern, efficient and imaginative will use different perfumes, deodorant or shop at different stores than a woman who want to be warm/attractive.

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contd
Contd.
  • Advertising themes and images often increase the discrepancy between the real and ideal selves.
  • Ads that features beautiful models and luxurious life styles leaves a sense of inadequacy based on a comparison of their real self with idealized self.

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contd1
Contd.
  • Generally consumers buy products that conform to their actual self image. But if they are lower in their self esteem they are more likely to be swayed by appeals to fantasy that portray an idealized self
  • Buying to achieve an unrealizable self image can lead to compulsive purchasing behavior (frequent buying to overcome the discrepancy between the real and the ideal self).

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dimensions of self concept
Dimensions Of Self Concept

Actual Self Concept

Ideal Self Concept

Actual Self How I actually see myself

Ideal self How I would like to see myself

Private Self

Social Self How others actually see me

Ideal Social Self How I would like others to see me.

Social Self

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In different contexts, consumer’s behavior might be guided by different self concepts.

  • Daily use items including consumer durables purchase will be more guided by actual self concept.
  • Socially conspicuous products or status products will be guided by social self image.
  • Fantasy products cosmetics, fashion items or accessories will be guided by ideal self image or ideal social self image.

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expected self
Expected self
  • How consumers expect to see themselves at some specified future time

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altering the self
Altering the self
  • sometimes the consumers wish to change themselves to become a different or improved self.
  • In using self altering products consumers are frequently attempting to express their individualism or uniqueness by creating a new self.

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virtual personality or self
Virtual personality or self
  • This notion is being used by the marketers to provide opportunity to the consumers to try on different personality or identities .
  • If the identity fits or the personality can be enhanced the individual may decide to keep the new personality in favour of his or her old personality.
  • This kind of change affects the buying behaviour of the consumer.

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conclusion
Conclusion
  • Product & brand represents different personality some of them includes “ humanlike” traits & gender. Thus brand personality shape consumer responses, preferences & loyalities.
  • Consumers frequently attempt to preserve, enhance, alter their self images by purchasing products or services & shopping at stores they percieve as consistent with their relevant self images.

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