BRAND

EQUITY &
PERSONALIT
Y

Prepared By :

Kinshoo Shah
MBA-IB
Christ University,
Bangalore
Contents• BRAND EQUITY
1)

• BRAND PERSONALITY
2)

• ROLE OF ADVERTISING IN
BRAND PERSONALITY
3)
Definition of Brand Equity

Brand Equity

Brand equity can be thought of as the additional cash

flow achieved by associating a brand with the
underlying product or service.
Brand Equity
 When a commodity becomes a brand, it is said to
have equity.
 The premium a brand can command in the market
 The difference between the perceived value and
the intrinsic value
Sources of Brand Equity

CBBE

Brand Brand
Awareness Association

Strength Favourability Uniqueness

Keller (2008) Chapter 2

 Consumer-Based Brand Equity Framework
Non-Product-Related
Non-Product-Related
Brand
Brand (e.g.,
(e.g.,Price,
Price,Packaging,
Packaging,
Recognition
Recognition User etc)
User etc)
Brand
Brand
Awareness
Awareness Brand
Brand Attributes
Attributes
Recall
Recall Product-Related
Product-Related
(e.g.,
(e.g.,color,
color,size,
size,
design features)
Brand
Brand design features)
Knowledge
Knowledge
Types
Typesofof
Brand Benefits
BrandAssociations
Associations Benefits Functional
Functional
Brand
Brand
Image Symbolic
Symbolic
Image Favorability,
Favorability, Overall
Overall
Strength,
Strength,and
and Evaluation
Evaluation Experiential
Uniqueness
Uniquenessofof Experiential
(Attitude)
(Attitude)
Brand
BrandAssociation
Association
Brand Equity
 Customer-Based Brand Equity (CBBE)

 It is the differential effect that brand knowledge has

on consumer response to the marketing of that brand
 A positive CBBE means customer might be more
accepting to the marketing activities (ie. the
marketing mix) for a brand
Sources of Brand Equity
 Strength

 Personal Relevance of the brand and the Consistency

with which the brand is presented over time can
strengthen the brand association.
Sources of Brand Equity
 Favourability

 Favourable association for a brand are those

associations that are desirable to consumers,
successfully delivered by the product, and conveyed
by the supporting marketing program
Sources of Brand Equity
 Uniqueness

 The uniqueness of the brand gives consumers a

compelling reason why they should prefer this brand
than the others
An Appeal to Functional Needs

Functional Needs

Products that attempt

to fulfill the consumer’s
consumption-related
problems
An Appeal to Symbolic Needs

An appeal to
symbolic needs
Experiential Needs

An appeal to
sensory pleasure
Brand Equity – Competitive
Advantages

 Reduced marketing costs

 Can charge a higher price
 Can easily launch brand extensions
 Can take some price competition
Brand Equity Enhancement

Brand equity enhanced by:

 Name awareness
 Positive associations
 Perceived quality
 Strong brand loyalty
Brand Personality
Brand Personality?
a set of human characteristics associated with a brand
 It is the personification of a brand
 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
Using brand archetypes gives your brand a personality and story that everyone
can understand and relate to, externally & internally.

The Innocent
The Ruler
The Everyday
The Magician
Man/Woman
The Lover
The Explorer
The Caregiver
The Hero
The Sage
The Outlaw
The Jester
The Creator
 Brand Personality
Brands       :   Personality
Thumbs up     :  bravery /
daring
Amul                    :  humour
MTV                    :  wacky
MahindraScorpio :  Ruggedness
Ruff & Tuf            :  Bravery
Britania little heart :  Love &
Affection
Brands    :    Personality
Liril            :     freshness  &
Lime
Lux             :      Beauty,
softness
Dove           :      Softness
Bisleri          :      Safety
Bajaj Pulsar  :      Power
Titan            :      Style,
elegance
Cinthol         :      Freshness
Medimix       :      Traditional
Some examples…

MASCULINE Feminine
 YOUNGER

OLDER
What personality reveals about a
Brand???
 Great brand personalities are multi-dimensional
 Demonstrates a Brand’s Passion and Expertise
 Creates an Affinity with Targeted Customer
Segments
 Projects the Brand’s Core Values and Beliefs
 Communicates an Over-Arching Tone, Style,
and Attitude about the Brand’s Experience and
Customer Interactions
5 DIMENSIONSOF BRAND
PERSONALITY (AAKER)

SOPHISTICATION
COMEPTENCE
EXCITEMENT
RUGGEDNESS
SINCERITY
 (Aaker, 1997)
Brand personality
Brand Personality Scale Traits Brand
(BPS)

Sincerity Domestic, honest, genuine, cheerful Campbell’s, Hallmark, Kodak

Excitement Daring, spirited, imaginative, up-to- Porsche, Absolut, Benetton

date

Competence Reliable, responsible, dependable, Amex, CNN, IBM

efficient

Sophistication Glamorous, pretentious, charming, Lexus, Mercedes, Revlon

romantic

Ruggedness Tough, strong, outdoorsy, rugged Levi’s, Malboro, Nike

SPONSORSHIPS
How to create Brand
Personality?
SYMBOLS can be controlled and can have extremely strong
associations.
BRAND AMBASSADORS
Are Brand image and personality
the same?
 Brand image denote the tangible (physical and
functional) benefits and attributes of a brand
 Brand personality indicates emotional
associations of the brand
 Relevance of Brand personality??
 A brand personality can help a brand in several ways:
 It helps in gaining thorough knowledge of customers feelings about the
brand
 Brand personalities serve to represent and cue functional benefits and
product attributes well.
 Brand personality differentiates among brands specifically when they are
alike in many attributes
 Brand personality not only includes the personality
features/characteristics, but also the demographic features like age,
gender or class and psychographic features
 It helps to create an identity for a Brand.
Advertisements & Brand Personality
 The creation and transfer of the brand personality is dependent on
the way consumers process the advertisement.
 The brand “personality creation” of the advertised product
requires that consumers link the inferred human qualities to that
advertised product.
 The brand “personality transfer” to the ‘self’ occurs when there is
a match between the personality of the advertised product and the
own or ideal personality.
 A consumer-brand relationship is established when the brand
“personality transfer” is followed by a purchase.
 A consumer-brand relationship is realized when the consumer
actually purchases the advertised product & needs “Opportunity”,
for example the absence of monetary restrictions, or the physical
availability of the brand.
Brand Personality Creation and
Transfer
(adapted from Dingena, 1994)
Role of Advertisements in
Brand Personality
 Advertisers use the message content, as well as the
communication style and mode to communicate the product’s
meanings, and thus the determined brand personality to
consumers.
 Selection of Endorsers
 User imagery
 Symbols
 Execution
 Leads to credibility
Endorser Selection
All India
appeal

Regional
appeal
USER IMAGERY
Symbols & Logos
Execution Elements

Background music or symphony

 Humor element

Eternal Beauty
 No Thirst
Nonsense Quenching

Distinct
shape & color Down to
of bottle Earth
personality

Humor &
Spoof
 Carefully Select Endorser..
 Personality of the brand and celebrity should complement each
other. 
 Reliable celebrity ensures instant awareness, acceptability and
positive attitude towards the brand, which is precursor to
buying.
 Choosing the right celebrity & levering their qualities is
important, otherwise celebrity endorsement may end up as
futile exercise also involving wastage of money.
 The element of creativity is critical while using celebrity
endorsements.
 Power
Style play

Excellence
Technique

Performance
VAMPIRING EFFECT..!!
 Celebrity may overpower, and overshadow the brand.
Brand Personality Creation by Ad

DIRECT WAY INDIRECT WAY

• The brand personality is • The brand personality is
created by transferring the derived from the product’s
personality of a person used meanings.
in.
Consumers Link Human Qualities…
 The transfer of the brand personality is not completed within
the ad, the viewer has to make the connection between the
brand personality communicated in the ad and the advertised
product.
 The consumer has to connect the personality of the person in
the ad, and/or the personality derived from the meanings of the
product to the advertised product.
 By doing this consumers humanize brand and give them human
personalities.
 References
 Resources“Brand Vitals: Essential Principles for Monitoring Brand Health”,
Carol Phillips and Judy Hopelain, 2008 http://
www.brandamplitude.com/whitepapers/Brand%20Vitals%20vF.pdf
 Measuring Brand Value”, Don E. Schultz and Heidi F. Schultz, Kellogg on
Branding, 2005, Ch 13
 “Make a Case for Your Brand”, Susan Fournier, Advertising Age, November 26,
2007
 www.marketingmanagement.com
 Ouwersloot Hans, Tudorica Anamaria; “Brand Personality Creation
through Advertising”, Feb 2001
Thank You