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    Brand Personality and Consumer Behaviour

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    fatima
    Brand personality is an important tactic for differentiation in competitive markets. Attaching personalities to brands contributes to a distinct identity that can make brands more desirable to consumers. For example, Colgate's brand personality is portrayed as cheerful, honest, spirited, reliable, strong and family-oriented to appeal to people of all ages. Consumer perception is influenced by cultural, social, personal and psychological factors and is how consumers see and interpret brands according to their needs.

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    Brand Personality and Consumer Behaviour

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    fatima
    22 views3 pages
    Brand personality is an important tactic for differentiation in competitive markets. Attaching personalities to brands contributes to a distinct identity that can make brands more desirable to consumers. For example, Colgate's brand personality is portrayed as cheerful, honest, spirited, reliable, strong and family-oriented to appeal to people of all ages. Consumer perception is influenced by cultural, social, personal and psychological factors and is how consumers see and interpret brands according to their needs.

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    Brand personality is an important tactic for differentiation in competitive markets. Attaching personalities to brands contributes to a distinct identity that can make brands more desirable to consumers. For example, Colgate's brand personality is portrayed as cheerful, honest, spirited, reliable, strong and family-oriented to appeal to people of all ages. Consumer perception is influenced by cultural, social, personal and psychological factors and is how consumers see and interpret brands according to their needs.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    22 views3 pages

    Brand Personality and Consumer Behaviour

    Uploaded by

    fatima
    Brand personality is an important tactic for differentiation in competitive markets. Attaching personalities to brands contributes to a distinct identity that can make brands more desirable to consumers. For example, Colgate's brand personality is portrayed as cheerful, honest, spirited, reliable, strong and family-oriented to appeal to people of all ages. Consumer perception is influenced by cultural, social, personal and psychological factors and is how consumers see and interpret brands according to their needs.

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    BRAND PERSONALITY AND CONSUMER BEHAVIOUR

    Brand differentiation is now becoming an important tactic for combating


    competition in the hostile marketplace. A viable solution for establishing the
    distinctiveness of a brand is through brand personality. Attaching
    personalities to brands contributes to a differentiating brand identity, which
    can make brands more desirable to the consumer. While positioning the
    brand, it is important to treat it like a human being with specific
    characteristics. There are a host of brands out there and if we position the
    brand in a general manner, it will become a commodity that will get lost in
    the crowd. The only distinguishing factor we would then have is price, which
    would leave the task of brand identification at the mercy of market forces.
    A very dangerous proposition indeed, because it would effectively mean very
    little control. On the other hand, if the brand has a distinctive personality, it
    will come alive for the consumer and endear itself to him. It will help the
    consumers in identifying with the brand’s personality traits. If youth is a
    personality characteristic of the brand, it need not appeal only to youngsters.
    It could appeal to everyone from six to sixty for whom being young and alive
    is important.
    Colgate’s brand personality is Cheerful, Honest, Spirited, Reliable, Strong and
    Family oriented. This brand personality portrays that Colgate as a brand is not
    boring and can target to all age groups be it teenagers or older consumers.
    It also portrays an image that it is reliable and cares for its customers and will
    be there for them yet is energetic and spirited. Colgate’s brand personality
    also shows that it is family oriented and targets people who have a large
    family and people of every age as well as Colgate is like a family member, a
    brand you can always count on.
    CONSUMER PERCEPTION

    Perception- how a person sees world around him


    Consumer perception is how the consumer sees the brand, how he
    recognizes, selects and interprets the stimuli according to his needs.

    Consumer perception is influenced strongly by or there are four factors.


    Cultural Factor, Social Factor, Personal Factor, Psychological Factor

    1. Cultural Factor:-
    Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture
    (iii) Social Class

    Culture:-
    Culture has a great influence on the behavior of a consumer. Because
    people learn from the society. If the culture of a country cannot suggest
    using toothpaste or Colgate is good quality toothpaste then people will
    not buy this.

    Sub Culture:-

    If the experience of the group says that Colgate is bad toothpaste then
    people will not buy this product.

    Social Class:-
    If the social class of people is low or much high then people do not buy
    Colgate toothpaste.

    Social Factors:-
    A consumer's behavior also is influenced by social factors, such as the
    (i) Groups (ii) Family (iii) Roles and status
    Groups:-
    Sometimes groups make the choices of an individual.

    Psychological Factors:-

    It includes these Factors Motivation (ii) Perception (iii) Learning (iv)


    Beliefs and attitudes
    · Motivation:-
    Company must take some motivated activities to persuade the
    customer. Ex-Advertising, give some free etc.
    Perception:-
    The process by which people select, Organize, and interpret
    information to form a meaningful picture of the world. The company
    must try to create the positive perception on the mind of individual.

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