CB Concept Focus: Brand Personality

Brand personality is the set of human characteristics associated with a brand. Many brands choose to use a brand character as a vehicle to express their brand personality and facilitate their brand story telling process. As the fundamental building block of the brand, the brand name represents a potential starting point for creating brand personality (Aaker, 1997). Brand personalities give something that consumers can relate to therefore increasing brand awareness and popularity.

The trait theory is an approach to the study of human personality. “Trait theorists are primarily interested in the measurement of traits, which can be defined as habitual patterns of behavior, thought, and emotion.” (Kassin, 2003)

Geuens et al (2009) points out that humans have no issue anthropomorphizing products and brands or assigning them human characteristics to build a deeper relationship with that brand and differentiate products in a market. In this post I will be focusing on the brand personality of Dove and Red Bull, and discussing what form of brand personality they closely align with and how they have shaped and grown their brands and capitalized within there markets.
The Five Dimensions of Brand Personality by Jennifer Aaker is a framework to describe and measure the “personality” of a brand in five core dimensions, each divided into a set of facets. It is a model to describe the profile of a brand by using an analogy with a human being.

THE FIVE CORE DIMENSIONS:

These are:

  1. Sincerity (down-to-earth, honest, wholesome, cheerful)
  2. Excitement (daring, spirited, imaginative, up-to-date)
  3. Competence (reliable, intelligent, successful)
  4. Sophistication (upper class, charming)
  5. Ruggedness (outdoorsy, tough)

Examples:

Dove

Dove seeks real meaning, real relevance as Dove prides itself on understanding the deeper meaning and relevance in a consumer’s life. Dove falls under the sincerity sector of the five core dimensions which entails a company to have characteristics such as, down to earth, honest, wholesome and cheerful. Dove accomplishes these characteristics by manifesting realism to their brand.

RedBull

Screen Shot 2018-05-16 at 7.04.11 PM.png

(energydrink-insights, 2018)

Red Bull falls under the excitement category for the five dimensions of brand personality, which Red Bull conducts through extreme challenges and the use of opinion leaders. Red Bull knows that their target audience shares a positive motivation and has the same type of need, which is the need for an energy boost. Red Bull’s marketing strategy is associating the product with an event such as Formula 1, Grand Prix, Skiing, Surfing and other extreme sports where attitudes of like-minded consumers are the same as the brands message. All of these sports have certain things in common such as courageousness, speed and adrenaline which require a boost of energy, which reinforces motivation and a need for energy in the mind of the consumer.

References:

 Staff, I. (2018). Brand Personality.Investopedia. Available at: https://www.investopedia.com/terms/b/brand-personality.asp

Saul Kassin, (2003). Psychology. USA: Prentice-Hall, Inc.

energydrink-insights. (2018). Brand Identity.Available at: https://energydrinksinsights.wordpress.com/2013/11/15/brand-identity/ [Accessed 16 May 2018].

Slideshare.net. (2018). Dove brand identity. Available at: https://www.slideshare.net/Resget/dove-brand-identity 

Algie, D. (2018). Motivation and Personality, Lecture Slides.

 

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