Brand Personalityand Archetype

BRAND PERSONALITY,
ARCHETYPE, AND MASCOT

AGENDA
• CONSUMER PERSONALITY
• COMMUNICATING TO THE CONSUMER
• BRAND PERSONALITY
• BRAND ARCHETYPE
• BRAND MASCOT
• HOW TO MEASURE USING SPSS
• PROJECT BRIEF
BRANDING IS NOT ABOUT PERSONAL OPINION,
ANECDOTAL EVIDENCE, OR INTUITION
IT REQUIRES A RIGOROUS RESEARCH
WE NEED TO INVESTIGATE HOW THE PUBLIC,

CONSUMERS, CLIENTS, AND OUR EMPLOYEES
PERCEIVE US AND FEEL ABOUT US
AND WE NEED TO PLAN HOW DO WE

COMMUNICATE THAT OUR BRAND PERFORMS WELL
AND CARES ABOUT THE PUBLIC, CONSUMERS,
CLIENTS, AND ITS EMPLOYEES
FOUR GROUPS OF PEOPLE
• 1. PUBLIC: THESE ARE THE INDIVIDUALS WHO HAVE AND HAVE NOT HEARD ABOUT YOUR
BRAND. MOST OF THEM ARE NOT PART OF YOUR TARGET MARKET
• 2. CONSUMERS: THESE ARE THE INDIVIDUALS WHO COULD CONSUME OR PURCHASE YOUR
PRODUCT CATEGORY REGARDLESS OF THE VOLUME OF PURCHASE
• 3. CUSTOMERS/CLIENTS: THESE ARE THE INDIVIDUALS WHO HAVE TRIED YOUR PRODUCT AND
COMPARED THAT WITH OTHER PRODUCTS WITHIN THE SAME PRODUCT CATEGORY
• 4. SHOPPERS: THESE ARE THE INDIVIDUALS WHO POPULATE YOUR CHANNEL OR MEDIUM OF
COMMUNICATION AND DISTRIBUTION
QUANT AND QUAL ANALYSES
• QUANTITATIVE AND QUALITATIVE ANALYSES ARE TWO WAYS FOR BRAND CONSULTANTS
TO LEARN ABOUT HOW THE BRAND IS PERCEIVED BY:
• 1. SOCIETY
• 2. CONSUMERS
• 3. CUSTOMERS/CLIENTS
• 4. SHOPPERS
CAR CONSUMERS/CUSTOMERS/SHOPPERS
• HOW DO YOU DEFINE THE SEGMENTS FROM THE PREVIOUS PAGES?

• HOW DO YOU IDENTIFY THE GROUPS OF PEOPLE?
• RELATING THAT TO YOUR PRODUCT, HOW WOULD YOU DESIGN YOUR RESEARCH?
SEGMENT ANALYSES
• HOW DID WE GATHER DATA ABOUT THE INFO ON OUR PREVIOUS PAGE?
• HOW DO WE CHOOSE OUR TARGET?
• WHAT KIND OF MESSAGES WE WANT TO COMMUNICATE TO OUR TARGET MARKET?
• WHAT KIND OF MESSAGES DO WE WANT TO COMMUNICATE TO THE CAR CONSUMERS IN
GENERAL?
• WHAT DO YOU THINK IS THE BRAND COMMUNICATION IN THIS AD?
• HTTPS://WWW.YOUTUBE.COM/WATCH?V=GZOXIB2FA74
GAINING DATA ABOUT YOUR POPULATION
• DATA SHOULD GO BEYOND SIMPLY DEMOGRAPHICS, IT SHOULD ALSO INCLUDE

GEOGRAPHICS, PSYCHOGRAPHICS, LIFESTYLES/BEHAVIORS.
• WHAT ARE THE DEMOGRAPHICS FROM THE PREVIOUS PAGES?
• WHAT ABOUT GEOGRAPHICS, ATTITUDES, AND LIFESTYLES?
• HOW CAN YOU GATHER THOSE DATA?
FINDING POPULATION FOR YOUR BRAND EQUITY
• WHICH ONE DO YOU PICK AS YOUR TARGET MARKET?

• FREQUENCY OR CONSUMPTION OR POPULATION?
• 1 PERSON CONSUMING 100 PRODUCTS OR 10 PEOPLE CONSUMING 10 PRODUCTS?
• OR 1 PERSON CONSUMING 10 PRODUCTS 10 TIMES?
• OR 10 PEOPLE CONSUMING 1 PRODUCT 10 TIMES?
THREE STAGES OF BRAND
• AN UNBRANDED GOOD. THIS IS A COMMODITY DISTRIBUTED BY A PRODUCER THAT “MAKES

LITTLE EFFORT TO DISTINGUISH/BRAND THEIR GOODS WITH THE RESULT THAT THE
CONSUMER‟S PERCEPTION OF GOODS IS UTILITARIAN”.
• THE REFERENCE STAGE. PRODUCERS HAVE RESPONDED TO A COMPETITIVE FORCE AND
PROVIDED SOME DISTINCTIVE FEATURES FOR THEIR PRODUCTS, BUT IT IS STILL VIEWED AS
MAINLY PRACTICAL BRAND.
• BRAND PERSONALITY. THE BRAND IS DEVELOPED OUT OF NECESSITY TO GO BEYOND
DEFINING A PRODUCT MERELY BY ITS UTILITARIAN FUNCTION.
BRAND PERSONALITY
• BRANDS HAVE PERSONALITIES OR HUMAN-LIKE CHARACTERISTICS THAT DISTINGUISH THEM

FROM EACH OTHER, AND THESE PERSONALITIES ARE IMPORTANT TO CONSUMERS
• CONSUMERS BECOME "ENGAGED" WITH BRANDS, MEANING THAT THEY FEEL SPECIAL
EMOTIONAL AND SYMBOLIC CONNECTIONS WITH CERTAIN BRANDS
• IF BRANDS HAVE PERSONALITIES, HOW CAN THESE BE RELIABLY AND VALIDLY
OPERATIONALIZED?
• MANAGERS AND RESEARCHERS THINK OF BRAND ENGAGEMENT NOT ONLY AS ENGAGEMENT
WITH A SPECIFIC BRAND BUT ALSO A GLOBAL INDIVIDUAL DIFFERENCE VARIABLE THAT
DISTINGUISHES THE EXTENT TO WHICH CONSUMERS TEND TO BECOME ENGAGED WITH
BRANDS IN GENERAL
BRAND PERSONALITY
• BRANDS PRESENTING THE STRONGEST PERSONALITIES ARE MORE LIKELY TO PERFORM BETTER
AND RESONATE LONGER WITH CONSUMERS
• MARKETERS WANT TO KNOW WHAT STORIES THEIR BRANDS SHOULD TELL SO THAT THE
CONSUMERS WILL BUY INTO THAT STORY
• TO CROSS THE BARRIERS MARKETERS NEED TO INVOKE TECHNIQUES WITH WHICH
INDIVIDUALS CAN IDENTIFY BUT STILL APPEAL TO THE MASSES
CULTURAL
DIFFERENCES
BRAND PERSONALITY
• PERSONALITY EVOLVES DUE TO THE SOCIETAL PERSPECTIVES ON THINGS

• ADVANCEMENT OF TECHNOLOGY
• PUBLIC PERCEPTIONS ON GENDER ROLES
• CURRENT EVENTS
• BIGGER EMPHASIS ON “PEACEFULNESS”
BRAND ARCHETYPE
• “THERE ARE FORMS OR IMAGES OF A COLLECTIVE NATURE WHICH OCCUR PRACTICALLY ALL
OVER THE EARTH AS CONSTITUENTS OF MYTHS AND AT THE SAME TIME, AS INDIVIDUAL
PRODUCTS OF UNCONSCIOUS.”
• THE BRAND ARCHETYPE MODEL WAS INSPIRED BY THE UNDERSTANDING THAT BRAND
POSITIONING IS DICTATED BY A COMPANY’S ASSETS, BUSINESS SITUATION, AND FUTURE
STRATEGY, AS WELL AS THE “APPETITE” FOR CATEGORY DISRUPTION.
CREATING A MASCOT
HTTPS://OLYMPUSMASCOTS.COM/BLOG/MASCOT-IDEAS/
YOU CREATE A MASCOR BASED ON YOUR BRAND OR PRODUCT PERSONALITY
HTTPS://WWW.HORECATRENDS.COM/EN/ROBOT-MARIO-THE-NEW-EMPLOYEE-AND-MASCOT-
OF-THE-MARRIOTT-HOTEL-GHENT/
GUESS WHICH SPORTS TEAMS?
WHAT ARE THE WEAKNESSES OF THESE?
DIFFERENT COUNTRIES, DIFFERENT PERSONALITIES
HOW TO DECIDE?
• THE HEART OF THE MATTERS HERE IS THAT THESE TWO

METHODS RELY ON TWO DISTINCTIVELY SEPARATE DATA
• QUANTITATIVE: INTERESTED IN WHAT THE MAJORITY OF
PEOPLE HAS TO SAY
• QUALITATIVE: INTERESTED IN THE IN-DEPTH MEANINGS
OF AN IDEA
• IN QUANTITATIVE, THE MAJORITY RULES
• IN QUALITATIVE, THE CONTENT RULES
• THE COVERAGE V. THE DEPTH
KNOWING WHICH ONE TO USE?
• THIS WILL DEPEND ON WHAT KIND OF PROBLEM OR ISSUE THAT YOUR BRAND IS
EXPERIENCING
• HAVE PEOPLE EVER HEARD YOUR BRAND?
• DOES YOUR BRAND RECENTLY RECEIVE A BAD PUBLICATION?
• HAS THE IMAGE OF YOUR BRAND CHANGED?
• PEOPLE ARE AFRAID TO TRY YOUR BRAND?
QUANT OR QUAL
• YOU MAKE THE DECISION BASED ON WHAT KIND OF ANSWER

YOU EXPECT TO HAVE
• WOULD PEOPLE BUY THIS BIKE ON THE LEFT?
1. QUANTITATIVE: NO, 62.94 % OF 18-24 YEAR OLDS WHO LOVE

BIKING WILL NOT BUY YOUR PRODUCT
2. QUALITATIVE: A SELF PROCLAIMED MOUNTAIN BIKER WILL NOT
BUY BECAUSE THE PRODUCT SUCKS. NOT ONLY THAT THE COLORS
ARE UGLY (PEOPLE PREFER NEUTRAL COLORS), BUT THE PRODUCT IS
NOT DURABLE. THE GEARS WOULD FALL OFF, AND THE FRAME
GETS RUSTY TOO QUICKLY.
ONE IS ABOUT HOW MANY, THE OTHER IS ABOUT WHY

QUALITATIVE
• WE WILL START WITH QUALITATIVE ANALYSES
• THIS TYPE OF RESEARCH RELIES ON OPEN-ENDED QUESTIONS
BECAUSE YOU ARE INTERESTED IN WHY
• WHY IS SHE WEARING A SHIRT WITH “UNAPOLOGETIC”
WRITTEN ON IT?
• WHAT HAPPENED IN HER LIFE?
• THERE IS SO MUCH STORY BEHIND EVERYONE’S ACTION,
ATTITUDE, BELIEF, AND VALUE
PROJECTIVE TECHNIQUES
• MANY TIMES, PEOPLE

DO NOT KNOW
WHAT TO SAY
• YOU NEED
SOMETHING TO
TRIGGER THEIR
THOUGHTS
• RORSCHACH TEST
USES PROJECTIVE
TECHNIQUES
• WHAT DO YOU SEE?
EXAMPLE
• YOU ARE GOING TO SEE A HOUSE

• I WANT YOU TO WRITE DOWN WHO LIVE IN THAT HOUSE
• NAME, GENDER, AGE, OCCUPATION, HOBBY
• WHO IS IN THAT HOUSE RIGHT NOW
• WHAT HE/SHE/THEY ARE DOING
• WHAT IS THE FURNITURE
• HOW IS THE DÉCOR
• HOW MUCH IS THE HOUSE
COMPLETION AND INTERPRETATION
• AMBIGUOUS AND INCOMPLETE STIMULUS TO ELICIT PEOPLE’S

THOUGHTS AND IDEAS
• YOU PRESENT PICTURES DEPICTING DIFFERENT PEOPLE LOOKING
AT, BUYING, OR USING YOUR PRODUCT OR BRAND
• WHAT DID THE GIRL SAY IN THE FIRST, SECOND, THIRD, AND
FOURTH PICTURE?
• WHAT MADE YOU SAY THAT?
ZMET
MIND MAPPING
PRESENTING THE DATA
• BECAUSE QUALITATIVE RESEARCH PRODUCES

ABUNDANT DATA
• JUDICIOUSLY EDIT DATA TO A MANAGEABLE
AMOUNT
• DECIDE WHAT TO TELL AND HOW TO TELL IT

• WHAT IS THE BASIC STORY?
• WHO WILL DO THE TELLING?
• AUTHORIAL VOICE?
64
FINDINGS AND INTERPRETATION
• BALANCE DESCRIPTION AND ANALYSIS

• ORGANIZING PATTERNS
• SEQUENCE OF EVENTS
• CRITICAL POINTS
• ORDER OF IMPORTANCE
• MAJOR TO MINOR
• MINOR TO MAJOR
65
QUANTITATIVE RESEARCH
• NEXT IS QUANTITATIVE
• THIS IS WHAT YOU DO IF YOU WANT TO KNOW WHAT IS
GOING ON IN THE SOCIETY
• THIS MEASURES TREND,
• PUBLIC OPINION,
• AND THE STATUS OF YOUR BRAND
• OR PRODUCT IN PEOPLE’S MIND
• AIMS TO PROVE OR DISPROVE
• EMPLOYS VARIOUS TYPE OF
• QUESTIONNAIRES
RESEARCHERS STUDY THE
SAMPLE TO MAKE
GENERALIZATIONS BACK
TO THE POPULATION
67
POPULATION AND SAMPLE
• POPULATION
• ALL UNITS (PEOPLE OR THINGS) POSSESSING THE ATTRIBUTES AND
CHARACTERISTICS OF INTEREST
• SAMPLING FRAME
• SUBSET OF UNITS THAT HAVE
• A CHANCE TO BECOME PART OF THE SAMPLE
• SAMPLE
• SUBSET OF A POPULATION
68
DEFINING THE POPULATION
• CHOOSE THE DIMENSIONS OR

CHARACTERISTICS MEANINGFUL TO
THE HYPOTHESIS OR RESEARCH
QUESTION
• MUST BE AT LEAST ONE COMMON
CHARACTERISTIC AMONG ALL
MEMBERS OF A POPULATION
• MUST DEVELOP PROCEDURE TO
ENSURE REPRESENTATIVE SAMPLING
69
ADDRESSING GENERALIZABILITY
• EXTENT TO WHICH CONCLUSIONS DEVELOPED

FROM DATA COLLECTED FROM SAMPLE CAN BE
EXTENDED TO ITS POPULATION
• SAMPLE IS REPRESENTATIVE TO THE DEGREE
THAT ALL UNITS HAD SAME CHANCE FOR
BEING SELECTED
• REPRESENTATIVE SAMPLING ELIMINATES
SELECTION BIAS
• REPRESENTATIVENESS CAN ONLY BE ASSURED
THROUGH RANDOM SAMPLING 70
PROBABILITY
SAMPLING
• THE PROBABILITY OF ANY UNIT BEING INCLUDED
• IN THE SAMPLE IS KNOWN AND EQUAL
• WHEN PROBABILITY FOR SELECTION IS EQUAL,
• SELECTION IS RANDOM
• ALSO KNOWN AS RANDOM SAMPLING
• SAMPLING ERROR WILL ALWAYS OCCUR
TYPES OF PROBABILITY SAMPLING
• SIMPLE RANDOM SAMPLING

• SIMPLEST AND QUICKEST
• SYSTEMATIC SAMPLING
• IF USED ON A RANDOMLY
ORDERED FRAME, RESULTS IN
TRULY RANDOM SAMPLE
• STRATIFIED RANDOM SAMPLING
• RANDOM SAMPLING WITHIN ALL
SUBGROUPS
• CLUSTER SAMPLING
• RANDOM SAMPLING WITHIN
KNOWN CLUSTERS 72
NONPROBABILITY SAMPLING
• DOES NOT RELY ON RANDOM SELECTION

• WEAKENS SAMPLE-TO-POPULATION
REPRESENTATIVENESS
• USED WHEN OTHER TECHNIQUES WILL NOT
RESULT IN AN ADEQUATE OR APPROPRIATE
SAMPLE
• USED WHEN RESEARCHERS DESIRE
PARTICIPANTS WITH SPECIAL EXPERIENCES
OR ABILITIES
73
NONPROBABILITY SAMPLING TECHNIQUES
• CONVENIENCE SAMPLE
• VOLUNTEER SAMPLE
• INCLUSION/EXCLUSION
SAMPLE
• SNOWBALL OR NETWORK
SAMPLE
• PURPOSIVE SAMPLE
• QUOTA SAMPLE
74
SAMPLE SIZE
• NUMBER OF PEOPLE/UNITS FOR WHOM YOU

NEED TO COLLECT DATA
• DETERMINED PRIOR TO SELECTING SAMPLE
• LESS THAN THE NUMBER YOU ASK TO
PARTICIPATE
• THE LARGER THE SAMPLE RELATIVE TO THE
POPULATION, THE LESS ERROR OR BIAS
75
COMPARISONS OF SAMPLE SIZE
TO POPULATION
Population Sample Population Sample
Size Size Size Size
100 80 1,000 278
200 132 5,000 357
500 217 50,000 384
76

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BRAND PERSONALITY,

ARCHETYPE, AND MASCOT

IT REQUIRES A RIGOROUS RESEARCH

WE NEED TO INVESTIGATE HOW THE PUBLIC,

AND WE NEED TO PLAN HOW DO WE

• HOW DO YOU DEFINE THE SEGMENTS FROM THE PREVIOUS PAGES?

• DATA SHOULD GO BEYOND SIMPLY DEMOGRAPHICS, IT SHOULD ALSO INCLUDE

• WHICH ONE DO YOU PICK AS YOUR TARGET MARKET?

• AN UNBRANDED GOOD. THIS IS A COMMODITY DISTRIBUTED BY A PRODUCER THAT “MAKES

• BRANDS HAVE PERSONALITIES OR HUMAN-LIKE CHARACTERISTICS THAT DISTINGUISH THEM

• PERSONALITY EVOLVES DUE TO THE SOCIETAL PERSPECTIVES ON THINGS

• THE HEART OF THE MATTERS HERE IS THAT THESE TWO

• YOU MAKE THE DECISION BASED ON WHAT KIND OF ANSWER

1. QUANTITATIVE: NO, 62.94 % OF 18-24 YEAR OLDS WHO LOVE

ONE IS ABOUT HOW MANY, THE OTHER IS ABOUT WHY

• MANY TIMES, PEOPLE

• YOU ARE GOING TO SEE A HOUSE

• AMBIGUOUS AND INCOMPLETE STIMULUS TO ELICIT PEOPLE’S

• BECAUSE QUALITATIVE RESEARCH PRODUCES

• DECIDE WHAT TO TELL AND HOW TO TELL IT

• BALANCE DESCRIPTION AND ANALYSIS

• CHOOSE THE DIMENSIONS OR

• EXTENT TO WHICH CONCLUSIONS DEVELOPED

• SIMPLE RANDOM SAMPLING

• DOES NOT RELY ON RANDOM SELECTION

• NUMBER OF PEOPLE/UNITS FOR WHOM YOU

200 132 5,000 357

500 217 50,000 384

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