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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Corporate ,formal, professional
Individualists, freethinkers, innovative
Aggressive, main-stream, arrogant
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
CEO of the company
visual communications of the brand like logos, symbols, communication, style, price, place and promotions.
A description of an inanimate object as being a living person or animal .
Eg - elephant, -dog,
- cat, – larger cat
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)
-while Virginia Slims is ‘feminine’
‘Life of the Party’
-Certain products has a strong geographical association.
-Products manufacturer creates a geographic personality of the product.
Commands respect, authority
Caution, novelty, temporary, warmth
Secure, natural, relaxed or easy- going, living things
Human, exciting, hot, passionate, strong
Powerful, affordable, informal
Informal and relaxed, masculine, nature
Goodness, purity, chastity, cleanliness, delicacy, refinement, formality
Sophistication, power, authority, mystery
Regal, wealthy, stately
Self concept is also a social phenomenon.
self concept &
Seek products and
Actual Self Concept
Ideal Self Concept
Actual Self How I actually see myself
Ideal self How I would like to see myself
Social Self How others actually see me
Ideal Social Self How I would like others to see me.
In different contexts, consumer’s behavior might be guided by different self concepts.