logging in or signing up brand-personality-1233336657934970-2 lavanyaroma Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 16 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: February 09, 2012 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Brand Personality : Brand Personality Brand Personality? : Brand Personality? a set of human characteristics associated with a brand how the brand behaves Gender, age, socio-economic class, psychographic, emotional characteristics. Some examples… : Some examples… MASCULINE Feminine Slide 4: OLDER YOUNGER Slide 5: TRENDIER OLD FASHIONED Slide 6: CONFORMING IRREVERENT Brand Personality… : like human personality, is both distinctive and enduring. built over a period of time. the outcome of all the consumer’s experiences with the brand. In consumer’s mind, these impressions merge to form an overall concept of what to expect from brand Brand Personality… How to create Brand Personality? : How to create Brand Personality? SPONSORSHIPS SYMBOLS can be controlled and can have extremely strong associations. : SYMBOLS can be controlled and can have extremely strong associations. BRAND AMBASSADORS : BRAND AMBASSADORS How Brand helps express Personality? : How Brand helps express Personality? Feelings Engendered by Brand Personality There can be a set of feelings and emotions attached to a brand personality, just as there are to a person. The use of such brands can cause feelings and emotions to emerge. How Brand helps express Personality? : How Brand helps express Personality? The Brand as a Badge A brand could serve as a consumer’s personal statement. Cars, cosmetics, apparels lend themselves to personality expression because their use occurs in a social context with relatively high involvement Slide 15: The ultimate personality expression occurs when a brand becomes an extension or an integral part of the self. The potential to create this oneness with some people can represent a significant opportunity for a brand. The Brand Becomes Part of the Self To sum up… : A brand personality can help a brand in several ways: It can provide a vehicle for customers to express their own identity. A brand personality metaphor helps suggests the kind of relationship that customer has with brand. Brand personalities serve to represent and cue functional benefits and product attributes well. Importantly, brand personality is often a sustainable point of differentiation Sustainable because it is very difficult to copy a personality. To sum up… Thank You : Thank You You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
brand-personality-1233336657934970-2 lavanyaroma Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 16 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: February 09, 2012 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Brand Personality : Brand Personality Brand Personality? : Brand Personality? a set of human characteristics associated with a brand how the brand behaves Gender, age, socio-economic class, psychographic, emotional characteristics. Some examples… : Some examples… MASCULINE Feminine Slide 4: OLDER YOUNGER Slide 5: TRENDIER OLD FASHIONED Slide 6: CONFORMING IRREVERENT Brand Personality… : like human personality, is both distinctive and enduring. built over a period of time. the outcome of all the consumer’s experiences with the brand. In consumer’s mind, these impressions merge to form an overall concept of what to expect from brand Brand Personality… How to create Brand Personality? : How to create Brand Personality? SPONSORSHIPS SYMBOLS can be controlled and can have extremely strong associations. : SYMBOLS can be controlled and can have extremely strong associations. BRAND AMBASSADORS : BRAND AMBASSADORS How Brand helps express Personality? : How Brand helps express Personality? Feelings Engendered by Brand Personality There can be a set of feelings and emotions attached to a brand personality, just as there are to a person. The use of such brands can cause feelings and emotions to emerge. How Brand helps express Personality? : How Brand helps express Personality? The Brand as a Badge A brand could serve as a consumer’s personal statement. Cars, cosmetics, apparels lend themselves to personality expression because their use occurs in a social context with relatively high involvement Slide 15: The ultimate personality expression occurs when a brand becomes an extension or an integral part of the self. The potential to create this oneness with some people can represent a significant opportunity for a brand. The Brand Becomes Part of the Self To sum up… : A brand personality can help a brand in several ways: It can provide a vehicle for customers to express their own identity. A brand personality metaphor helps suggests the kind of relationship that customer has with brand. Brand personalities serve to represent and cue functional benefits and product attributes well. Importantly, brand personality is often a sustainable point of differentiation Sustainable because it is very difficult to copy a personality. To sum up… Thank You : Thank You