Brand

Personality
Group 9
Karan Arora A007

Rubal Dhawan A016

Mukund Kabra A022

Nitesh Kabra A023

Rohan Pant A036

Rahul Potti A040

Manoj Kasthuri B029

Brand Personality
You now have to decide what image you want for your brand. Image means personality.
Products like people, have personalities, and they can make or break them in the marketplace
David Ogilvy
Brand Personality provides an emotional identity for a brand and encourages consumers to respond
with feeling and emotions towards the brand
Brand personality reflects how people feel about a brand, rather than what they think the brand is or
does
Consumers perceive the brand on dimensions that typically capture a persons personality, and extend
that to the domain of brands

Brands with Strong Personalities

Types of Brand Personalities

Brand personality dimensions might
operate in different ways or influence
consumer preference for different
reasons.
Whereas Sincerity, Excitement, and
Competence represent an innate part
of human personality,
Sophistication and Ruggedness tap
dimensions that individuals desire but
do not necessarily have

Red Bull Origins

Dietrich Mateschitz founded Red Bull in Austria in the mid 1980's
In 1987, on April 1, Red Bull Energy Drink was sold for the very first
time in its home market of Austria
The launch of Red Bull was not only a new product but also the
birth of a new product category
Available in over 166 countries, Red Bull saw a revenue of 4.9
billion and sold over 5 billion cans
Tagline

Red Bull gives you wiiings

Red Bull & Excitement

Spirited
Red Bull from the onset has been known for its quirky and comic based ads
Red Bulls cartoon campaign strategy - a well-known character, event or subject, to which a broad
audience can relate, is found in a " larger than life" story with an unexpected twist

Red Bull: So awesome that polka

dots will literally fly off your tie!

Leonardo: Birth of the Red Bull cartoon

campaign strategy

Red Bulls first ever International Ad

Red Bull & Excitement

Imaginative
Break from the clutter of regular ad campaigns
Elements of iconic personalities, folklore and fairy tales used in a humorous way

Daring
Trendy & Exciting - a motto that Red Bull religiously follows while associating
themselves with athletes and sports
In 1989, Red Bull sponsored its first motorsports athlete, Formula 1 driver
Gerhard Berger

Up-to-date
Over the years Red Bull has associated it with a wide variety musical events and
grown with the current taste & preferences in music
Red Bull Thre3style World DJ , Red Bull Tour Bus, Red Bull Sound Select etc.

Rapunzel:
First spot
developed
only for the
TV

Saffola Oats Origins

Saffola entered the breakfast cereals category in 2010 through
the launch of Saffola Oats.

The breakfast cereals category is divided into two main segments

hot cereals and cold.

Itwas a natural extension for Saffola, as oats were inherently

known to be good for the heart and Saffolas equity lay in heart
health.

Saffola Oats Origins & Sincerity

Family oriented

Not restricted to any age

Favorable to be had together with

everyone during breakfasts
Available at a convenient price point

Saffola Oats Origins & Sincerity

Honest to consumers feeling

Makes them feel comfortable with their

idiosyncrasies
Presents a more realistic scenario of our
limitations with regard to sense of touch
and smell

Saffola Oats Origins & Sincerity

Conducive to or characteristic of
physical or moral well-being

Existing in or produced by nature; not

artificial or imitation w.r.t flavors or mind
Flavors with more masala, named in a
fun way and packaging done in small
sachets with to increase involvement

DUREX THE BRAND THAT REDEFINES THE SEXUAL WELL BEING CATEGORY

EXCITEMENT AND SINCERITY DIMENSION

DUREX CHANGE IN POSITIONING LEADS TO A CHANGE IN PERSONALITY

SAFE SEX BETTER
The experts in Sexual

SEX

well

being, rather than mere

protection.

Redrew the mark, softened the letters, introducing a vignette

to make it more Gender-neutral and plugging the hole
under the X

New brand philosophy:

Sex plays a fundamental
role in our physical and
emotional wellbeing. We
believe that a healthy and
rewarding sex life should
be everyone's to enjoy

Bigger, brighter, better and punchier colours to associate and engage

with both the audience. Also added a subtle circular background to
act as a distraction so that the brand logo stands out !!!

LOVE SEX DUREX

CHANGE IN TONE & ADDITION TO CATEGORY LEADS TO CHANGE IN PERSONALITY

Sexual wellbeing is about more than safe sex. Durex
were already selling vibes and basic lubes, so they
developed the Durex Play proposition, to help people
explore their sexuality.

The personality of
knowledgeable
friend needed warm,
non-judgemental
and intelligent
language.

PLAY O, 2 IN 1 MASSAGE GELS, PURE FANTASY VIBRATORS

MEASURING THE DIMENSION

HONEST

DOWN TO EARTH

DO THE REX

DARING

IMAGINATIVE