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Research Article
ABSTRACT
Only a few researchers, such as Plummer (1985) and David Aaker (1996), have pointed on
the importance of brand personality in building competitive advantage and brand loyalty.
Jennifer Aaker (1997) presented the empirical results of her research on the measurement of
brand personality. The rapidly shifting marketing dynamics and sensitive competition of
global market has augmented the task of brands to a supreme level. One important element of
branding is establishing visual standards for a brandcolours, logos, treatments. From a
consumer point of view brand personality is a way for them to express their personalities and
define their lifestyles through material possessions. Brand personality encompasses brand
voice and brand characteristics. The human like traits found in brands, help consumers to
establish a connection with the brand. Marketers strive to make their brands seem like its
consumers own. Brand Personality gives the brand a face. That face is of utmost importance,
because consumers base their choice not only on a differentiating, functional positioning but
also on a likeable personality. Strong brand equity is related to distinct brand personality. The
proposed research paper aims at identifying the parent brand personalities of three cola
brands as perceived by the consumer. To understand brand personality the study incorporates
the use of Jennifer Aakers Brand Personality Scale (BPS) and measure
the brand personality of the three cola brands, namely, Coca-Cola, Pepsi and Thumbs Up.
The aim is to explore the model validity of Jennifer Brand Personality scale in Indian
situation.
Keywords: Brand, Brand Personality, Brand Personality Dimensions, Perceptual Mapping,
Discriminant Analysis.
1. Introduction
Its a sea of brands out there. Everyone wants their brand to sell. But why that is some brands
fail and some manage to flourish with time. Given the constantly evolving consumer
behaviour, what does essentially make a brand tick? Majority of the companies are trying to
get the consumers attention by creating a distinctive brand image. Cola, which is a brown
carbonated drink that is flavoured with an extract of cola nuts, or with a similar flavouring, is
just a drink. What makes marketers want to give cola brands, an image? Mountain Dew
emphasized the image of highly energetic, brave and daring and that of Pepsi projected
itself to be novel, fresh and youthful through various young actors from time to time. These
kinds of human characteristics associated with a brand are called brand personality.
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Brand extension today is an imperative strategic tool to revitalize and revive an active brand.
Strong brand equity is related to distinct brand personality. Research findings state that strong
brand personalities are likely to generate positive attitude with consumers. As a result the
concept of brand personality contributes to a unique brand identity. It helps gain an in-depth
understanding of consumer perceptions of and attitudes towards the brand. Often differences
in responses by different consumers (regarding brand personality of a brand) provide useful
insights. It is quite possible that the users of a product perceive a brand different from nonusers. The role of the brand personality takes a front seat when all the rational merits of two
rival products (or brands) are deemed equal. All the efforts that a marketer does to create a
brand personality lead to the creation of sustainable brand differentiation.
2. Materials and Method
2.1. Brand Personality Cognizance
A lot of conceptions regarding the brand personality are published in the marketing literature.
In advertising copy, brand personality term was used for non functional dimensions of the
brand. Gradually, researchers identified the contribution of all the elements of marketing mix
in the creation of brand personality. Attributes like price, product form, packaging, symbol
etc were seen as the sub components for its creation. The definitions in Table 1 indicate
brand personality cognizance of various academicians and researchers. These definitions are
collated from several published studies. This study regards brand personality as a set of
human like characteristics associated with a brand (Aaker 1997).
Table 1: Brand Personality Definitions and Perspectives
S.No
1.
2.
3.
4.
5.
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6.
7.
8.
9.
communication evolves.
set of human-like characteristics associated with a brand
Brand Personality reflects how people feel about a brand,
rather than what they think the brand is or does
VanAuken (2004)
Brand personality refers to adjectives that describe the brand
(such as fun, kind, sexy, safe, sincere, sophisticated, cheerful,
old fashioned, reliable, progressive, etc.). How consumers
perceive a brands personality is often discovered through
qualitative research by asking people to describe the brand as
if it were a person or an animal.
Gonzalez Richard W., Brand personality cant be conceived as just a marketing
Amicus
Brand tool invented through creative genius and
Dimensions, Whitepaper embedded in advertising slogans. Rather, brand personality
#6
is a whole brand, whole experience, whole organization
mindset.
Aaker (1997)
Keller (1998)
Brand Personality
Sincerity
Excitement
Down to Earth
Honest
Wholesome
Cheerful
Daring
Spirited
Imaginative
Up-to-date
Competence
Reliable
Intelligent
Successful
Sophistication
Upper-class
Charming
Ruggedness
Outdoorsy
Tough
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3. Research Methodology
In the light of the framework discussed by Aaker (1997), this study investigates the brand
personality dimensions of colas. A product category wherein the price and taste, two
dominant attributes are same for many, brand personality becomes the way to register in the
minds of target audience. A dipstick amongst 25 respondents found out that there are
stringent brand loyal customers in the cola category (Coke, Pepsi and Thums Up). Also, if
their preferred brand is not available, they may look for their second preference in the
category. A blind test was done to see whether they can identify the taste of the respective
cola brand. Only 4 out of 25 respondents, i.e. 16% identified the right cola brands after
tasting the three colas without knowing the brand name of the drink. The findings of the
dipstick led to an elaborate study of the brand personality dimensions given by Aaker. Out of
a target of 200 respondents, 192 respondents contributed in all the questions. Hence 192 were
regarded as the sample size for the study.
3.1. Research Objectives
The following were the objectives of the study
1. To study the concept of brand personality and its dimensions.
2. To measure the brand personalities of the Cola brands (Coke, Pepsi and Thums Up).
3.2. Data Analysis and Interpretation
The below mentioned parameters had the following results mapped on a scale of 5 (1-Not at
all descriptive- 5- Extremely Descriptive).
3.2.1 Brand Recall: The highest recall was of the brand Thums Up with 32.84% followed by
Pepsi with 31.86% and Coca-Cola had a recall of 28.92%. Brands like 7up. Mountain Dew,
Sprite etc. had a recall of 6.38% altogether
3.2.2 Top of the mind: For Coca Cola, color red, refreshing and thanda were the terms
topping the charts. For Pepsi, the keyword Youngistan from its tagline was most recalled.
Sweet and blue were other terms associated with the brand. Strong, Akshay Kumar and
thrill were on top of the mind recall of the respondents for the brand Thums Up
3.2.3. Down to Earth: Pepsi was considered to be the least on down to earth vis--vis other
cola brands. Coca Cola scored neutral whereas the response for Thums up was quite evenly
spread out across all the parameters.
3.2.4. Honest: Coca-cola was considered to be most Honest brand followed by Thums Up
and Pepsi was rated least on this brand attribute.
3.2.5. Wholesome: Thums Up is the brand that is considered most wholesome followed by
Pepsi. Neutral responses were given to Coca-cola.
3.2.6. Cheerful: Pepsi is considered the most cheerful brand closely followed by Thums up
and Coca-cola, but on the whole all the three brands were considered to be cheerful.
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3.2.7. Daring: Of all the three cola brands Thums Up was the only brand that was highly
associated to being daring.
3.2.8. Spirited: All the three brands were regarded as spirited in nature. Thums Up was the
least amongst the three.
3.2.9. Imaginative: Coca-cola was rated as the imaginative brand.
3.2.10. Up-to-date: All the three brands are considered up- to- date.
3.2.11. Reliable: Coca-cola and Thums Up were rated as highly reliable. Neutral responses
arose for Pepsi.
3.2.12. Intelligent: Coca-cola scored the maximum in this parameter.
3.2.13. Successful: Coca-cola and Thums Up were rated to be highly successful.
3.2.14. Upper Class: All the three brands were regarded Upper class as their brand
personality attribute.
3.2.15. Charming: Thums Up was not regarded as charming. Amongst the three, Coca
Cola scored the maximum in this parameter whereas Pepsi scored neutral.
3.2.16. Outdoorsy: Thums Up is an outdoorsy brand while Coca-cola and Pepsi are rated
neutral on this attribute.
3.2.17. Tough: Thums Up is considered a tough brand, Coca Cola the least tough and
Pepsi neutral on this attribute.
3.2.18. Over all Brand Personality: All the three brands have shown distinguished brand
personalities. Coca-cola scored most on the broad attribute Sincerity. The rest two colas
maintain a average rating on sincerity scale. All the three brands score similar score in
Excitement attribute. Coca-cola and Thums Up are high on Competence than Pepsi. Coca
Cola and Pepsi are considered Sophisticated while Thums Up the least sophisticated brand.
Thums Up is rated high on Ruggedness scale relative to other Colas.
3.2.19 Perceptual Map Using Discriminant Analysis
The perceptual map shows that all the three brands possess a distinct personality attributes.
Coca-Cola is strongly associated as a very Successful and Down to earth brand. Pepsi is
strongly associated with Up to Date, Charming and Spirited as its personality attribute.
Thums up is a Tough and Honest brand (Figure 2).
4. Discussions
4.1 Brands and Advertisements
Coca Cola from the results proved to be high on competence with low rating on
ruggedness. The brand in its advertising campaign has generally showed a celebration mood.
For a reasonably long time, its tagline has been Open Happiness. Its campaigns are
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Volume 3 Issue 1, 2012
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innovative and fresh. It has rarely been person centric and always emphasized on gatherings
and the factor of being together. Hence, it has scored a low ranking on ruggedness
parameter. Also, it has never portrayed any action oriented or adventure sports. The brand
ambassador is Amir Khan who brings a level of sincerity and sophistication to the brand. It
may be argued of Coca Cola being a perfectionist as the celebrity Amir Khan is often
considered as Perfection Personified.
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throat competition, too. Hence its time to look-out for their brand and watch-out for their
competition.
A fruitful opportunity for future research can be to further study the consequences of each
sub dimension (e.g. down to earth, honest, wholesome and cheerful) or umbrella dimension
(e.g. sincerity). Another opportunity could be to study the impact of promotional activities on
the brand personality dimensions. Promotional activities like a hype being created over an
issue or a cause, or an event being sponsored by a brand, or an offer being clubbed with
another brand and its impact on each of the brand personality dimensions. Differential
positioning strategies can be identified for the same.
5. References
De-Mystifying
Brand
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