CONSEQUENCES OF

BRAND PERSONALITY
ON CONSUMER
BEHAVIOR

Presented By:
Anuja Verma
Pooja Tiwari
BRAND PERSONALITY
 Brand personality is the way a brand speaks
and behaves. It means assigning human
personality traits/characteristics to a brand so
as to achieve differentiation
 Brand personality is nothing but
personification of brand
 A brand is expressed as a personality who
embodies these personality traits
 Customers are attracted to brands with
interesting personalities, the same way they
are attracted to people with interesting
personalities.
 Dove as honest, feminist and optimist;
 Hewlett Packard brand represents
accomplishment, competency and influence
 Allen Solley brand speaks the personality
and makes the individual who wears it stand
apart from the crowd.
BRAND PERSONALITY INCLUDES
ASSOCIATION WITH FOLLOWING
 Specific characters
 Symbols
 Endorsers
 Users
 lifestyle
ROLE OF ADVERTISING IN
CREATING BRAND PERSONALITY
 The personality idea responds to the tendency in
contemporary society to value personal relationships
 In terms of Maslow’s hierarchy of needs, it tries to lift
products to higher levels of need satisfaction, like
belongingness and love and esteem.
 Brand personalities are created in different ways and with
different tools.
 Advertising is heavily used in this process of personality
creation
 Personalities are particularly useful for the creation of brand
associations.
 Brand associations influence then evaluation of alternatives’
stage in basic consumer buying behaviour models
 Brand personality can be created through
advertising in a direct as well as in an indirect way.
 In a direct way: the brand personality is created by
transferring the personality of a person used in the
ad.
 In an indirect way: the brand personality is derived
from the product’s meanings
 For example, if the benefit of a brand is ‘success’,
the personality of that brand can be ‘successful’
and/or ‘confident’.
Elements of advertising which could enhance brand
personality:
 Endorser: The selection of an endorser is critical, as the
personality of the endorser can get transferred to the brand.
 Personality of the brand and celebrity should complement
each other.
 core values of the brand, pride, passion, precision and
perfection closely matches with  the personality.
 Amitabh Bacchan : resilient, professional, charismatic
unassuming
Jenelia D’souza: lively, chirpy, youthful, enthusiastic
Aishwarya Rai: elegent, beauty,
 User Imagery: It describes who or what type of
person, might use that product / brand.
 User imagery results in user-driven image which is
transferred to the Brand.
 Brand personality needs to be updated with change
in user imagery and information so that the brand
remains contemporary and relevant
 For ex :Kingfisher attained distinct personality as
fun, frolic and lively supported by their ads and
event sponsorships.
 Executional  elements: The elements like layout, colour
etc (in print ads) and  visual appeal, music etc in broad
cast advt. also contribute to the Brand personality. 
 For ex :Mozart symphony played in Titan Ad.
Complements the brand personality of Titan as
sophistication, elegance
 Symbols & Logos: Symbols can also be used effectively
to communicate brand values and characteristics.
 LIC used hands of logo where represents safety
 UTI has 'Kalash' as it is considered sacred and signals
good things. 
 Slogans / Punchlines: They also reflect Brand
personality.
Peter England: Honest Shirt (sincerity)
Nike: just do it (motivation, excitement)
Maruti Swift: Men are back(strength)
L’oral Paris: Bcoz you worth it (relatedness)
 Slogans enhance brand recall and have strong
linkage with brand's essence / key values.
 Logos support brand names, provide ease in
processing visual information lead to brand recall
SOME EXAMPLES

 IBM is ‘older’ while Apple is

 ESPN : An Authoritative Passion for Sports,

Bajaj Pulsar
 Masculinity, freedom, adventure

Levi’s
 Rebellion, sensuality, being

cool
BRAND PERSONALITY
ASSOCIATIONS
 Brand could acquire personality profile
through advertising created associations
 Direct observations of typical users, and the
kind of people used to endorse brands
 Brand personality creates an association of the
brand with certain life values
 Brand which acquires a distinctive well known
personality, consumers feel associated with it
THE EFFECTS OF BRAND
PERSONALITY
 The brand personality influences positively the
brand trust.
 the brand personality has a positive impact on
the brand attachment.
 the brand trust has a positive impact on the
attachment
 brand trust has a positive influence on
consumer’s brand commitment
 The brand commitment has a positive effect on
purchase intention.
 Brand
Brand
personality
personality
+ve +ve

+ve
Trust Attachment

+ve +ve
Commitment

+ve
Purchase
Intention
INFLUENCE ON BRAND TRUST
 The consumer trusts on a brand when he
perceives it as credible, honourable and friendly
 The trust can be endowed with a predictive value
of the future behaviour
 The brand personality is a means of
differentiation within a product category and an
important factor affecting preference
 It is proposed that brand personality boosts
consumer preference and usage , induces
emotions in consumers , and has a positive
relationship with levels of trust and loyalty
EFFECT ON BRAND
ATTACHMENT
 The attachment is a state of psychological link
between the customer and the firm
 It forms on the long term and constitutes one of
the results of a successful relation
EFFECT ON BRAND
ATTACHMENT
 The brand attachment translates a durable and
emotional reaction to the brand and express a
psychological relation
 The consumer becomes attached to the brand
among which the personality, the values and
the image are in adequacy with his self
concept, which means with the image that he
made of himself or that he wants to transmit to
the others
BRAND COMMITMENT AND ITS
IMPACT
 Brand commitment is an enduring desire to maintain a
valued relationship with the brand
 The commitment can result from various motivation
like emotional and rational
 Commitment has its roots in identification, shared
values, attachment, and trust
 Once the consumer has established trust in a brand he is
willing to engage in a long-term relationship with it
 The attachment constitutes a factor of emotional brand
commitment
EFFECTS ON PURCHASE
INTENTION
 The purchase intention is the probability of
purchase of a product or a given brand
 Brand trust and brand commitment have a
positive impact on future purchase intention
 The commitment influences positively the
intention to durably maintain a relationship,
the desire to invest and the acceptance of
short-term sacrifices
REFENCES:
 Brand personality, 2002 Booth Morgan
Consulting, LLC
 Refining Your Brand Personality by David
Freeman
 www.visual-branding .com
 www.fuelyourbranding.com
 www.thehindubusinessline.com/catalyst/