Session 9

Topics

• The motivation Process

• Systems of classifying human needs:
Consumer •
•
Murray’s Psychogenic needs
Maslow’s Hierarchy of needs
Motivation • Strategic applications of need classification in marketing
• Personality theories
& • Types of personalities
•
Personality •
Brand Personification
Brand Anthropomorphism
• Communicating Brand Personality
 Reference material

• Class slides
• Class discussions
• Textbook Ch 10 & Ch 11
• Mike Moser (2008). Brand Personality: How to
build a unique brand, Harvard Business Review

For reference reading material on all sessions,

please refer to the course outline uploaded on AIS
 The Nature of Motivation
Motivation is the reason for behavior.

A motive is a construct representing an unobservable inner force that stimulates

and compels a behavioral response and provides specific direction to that
response.

There are numerous theories of

motivation, and many of them
offer useful insights for the
marketing manager.

Shutterstock/Peshkova

10-4
 The Motivation Process
Motivation : a driving force that impels people to act

Source: Textbook
 The Nature of Motivation

Two useful motivation theories:

1. Maslow’s Hierarchy of Needs

• A macro theory designed to account for most human

behavior in general terms.
2. Murray’s Psychogenic Needs/Motives

• A set of motives used to account for human emotional

and psychological needs.

10-6
Theory premises:

Some motives are more basic/critical

than others

More basic motives must be satisfied

to a minimum level before other
motives are activated

As the basic motives get satisfied,

more advanced ones come into play
 NEED CLASSIFICATION THEORIES

1. Murray’s Psychogenic needs

•Need for Achievement

•Need for Exhibitions
•Need for Affiliation
•Need for Power or Dominance
•Need for Order
•Need for change
Consumers do not buy products,
they buy motive satisfaction
Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation

10-10
 Motivation Theory and Marketing Strategy

Marketing Strategies Based on Motivation Conflict

Three types of motivational conflict:

1. Approach-Approach Motivational Conflict
• A choice between two attractive alternatives
2. Approach-Avoidance Motivational Conflict
• A choice with both positive and negative consequences
3. Avoidance-Avoidance Motivational Conflict
• A choice involving only undesirable outcomes

10-11
Marketers can leverage an understanding of these conflicts in several
ways:

• Product Positioning: Position products in a way that they appear

as the optimal choice among alternatives by enhancing their
perceived value. Eg, IKEA
• Promotional Strategies: Tailor promotions to address specific
conflicts. For instance, discounts or added benefits can reduce the
sting of an approach-avoidance conflict regarding high prices. Eg,
Zomato Gold
• Communication Tactics: Use targeted messaging that empathizes
with the consumer’s dilemma and provides reassurance or
solutions that alleviate the conflict. Eg, Maggi
Motivation Theory and Marketing Strategy

10-13
BRAND
PERSONALITY
 Personality

Personality is an individual’s characteristic response

tendencies across similar situations.

While motivations are the energizing and directing

force that makes consumer behavior purposeful and
goal directed, the personality of the consumer guides
and directs the behavior chosen to accomplish goals
in different situations.
 Personality

1. Multitrait Approach

• The Five-Factor Model is the most commonly used by

marketers and identifies five basic traits that are formed by
genetics and early learning.
2. Single Trait Approach

• Consumer Ethnocentrism
• Need for Cognition
• Consumers’ Need for Uniqueness

10-17
Personality

10-18
 Personality

Single-Trait Approach:
1. Consumer Ethnocentrism
• Reflects an individual difference in consumers’ propensity to
be biased against the purchase of foreign products.
2. Need for Cognition (NFC)
• Reflects an individual difference in consumers’ propensity to
engage in and enjoy thinking.
3. Consumers’ Need for Uniqueness
• Reflects an individual difference in consumers’ propensity to
pursue differentness relative to others through the
acquisition, utilization, and disposition of consumer goods.

10-19
 Use of Personality in Marketing Practice

Other times,
Sometimes consumers use
consumers choose products to bolster
products that fit an area of their
their personality. personality where
they feel weak.

Shutterstock/IMYanis

10-20
 Use of Personality in Marketing Practice

Brand personality is a set of human characteristics that

become associated with a brand and are a particular type of
image that some brands acquire.

Example: Referring to a car as "reliable," a smartphone as "intelligent," or a company as "innovative"

involves personifying these entities by attributing human traits to them.
BRAND PERSONIFICATION

• Brand Personification is a marketing strategy (eg,

4 Ps) that you deploy to give brands these human-
like traits that you want associated with your brand.
It involves giving a brand human-like qualities to
make it more relatable and memorable to
consumers

• It can involve product design, logo (dove, red

bull), storytelling, creating a character, or using
language, voiceover that humanizes the brand
entity (eg, zindagi ke sath bhi zindagi ke bad bhi ,
hum samajhtey hain(old male mature voice) vs Axe.
WHY BRAND PERSONIFICATION
IS A GOOD IDEA?
Emotional Connection: Human-like characteristics in a brand create an emotional bond. When
consumers perceive a brand as having relatable traits, they feel a connection and develop feelings of
trust and loyalty towards it. Provides an anchor.

Memorability: Humanizing a brand makes it more memorable. People tend to remember stories and
characters, making a personified brand easier to recall amidst a sea of competitors.

Differentiation: In crowded markets, personification sets a brand apart. Giving a brand unique, human-
like attributes can distinguish it from competitors and create a distinctive brand identity. It can be a
source of sustainable point of differentiation.

Research suggests that personifying a brand and giving the brand distinct human qualities will help people
connect better with the company. Similar to human relationships, this more personal connection can
lead to a dialogue, and ultimately the formation of a loyal relationship.

People assign personalities to brands by the marketers want them to based on the cues they can capture
from wherever- that is dangerous not controllable- its better that the brand takes charge and actively
tries to to manage the brand personalities of their products.
The Zero
Personality Trap
By David Mackenzie Ogilvy (Father of Advertising)
✓ Vulnerability to other brand with well-defined personalities
✓ Loss of customer engagement & loyalty
✓ Missed opportunities to create emotional bond
Brand Positioning vs Brand Personality vs Brand Image
Interrelation Between Brand Personality, Brand Image, and Brand Positioning

•Brand Positioning comes first as it is the strategic foundation. It involves deciding the unique value proposition
and the target market. A founding statement defines the direction for brand personality and brand image.

•Brand Personality is developed based on the brand positioning. It brings the positioning to life by giving the
brand human traits that resonate with the target audience.

•Brand Image is the result of how well the brand positioning and personality are communicated and perceived.
It is shaped by consumers' experiences and perceptions over time.
• Brand Anthropomorphism:

• Definition: Brand anthropomorphism is a specific

form of personification that focuses on endowing a
brand with human-like traits, characteristics, or
behaviors by creating characters, mascots, or
spokespersons that represent the brand and possess
distinct human-like attributes. This approach aims to
establish an emotional connection with consumers
by making the brand more relatable and memorable.
Eg, mascot

• The brand itself acts like a human.

• Brands take personality of
founding members
Use of Personality in Marketing Practice
Dimensions of Brand Personality

10-30
 OTHER WAYS OF COMMUNICATING
BRAND PERSONALITY IN ADVERTISING

Three important advertising tactics:

1. Celebrity Endorsers

2. User Imagery

3. Executional Factors (story telling- Tanishq, mascots)

 Celebrity Endorsers

Amitabh Bachchan for Dabur Chyawanprash: Amitabh Bachchan's stature as a

respected Bollywood legend matches the trust and longevity associated with
Dabur Chyawanprash. His endorsement reinforces the brand's heritage and
health benefits.

Virat Kohli for Many Brands (e.g., Puma, MRF): Virat Kohli, as the Indian cricket
team captain, embodies youth, energy, and sportsmanship, making him an ideal
fit for brands like Puma and MRF, which emphasize sport and fitness.

Reinforcing brand personality

In these endorsements, the celebrities chosen have attributes and qualities that align
with the brand's core values, allowing consumers to see a natural fit between the two.
This congruence strengthens the personality of the brand.
It enhances the effectiveness of celebrity endorsements, as consumers are more likely
to perceive the brand positively when the celebrity's personality resonates with the
brand's identity.
 User imagery

Mountain Dew: Mountain Dew often features young, adventurous individuals participating in extreme sports and outdoor activities. This
imagery creates a persona for the brand's users as daring and thrill-seekers.
 Executional factors

Tone of the ad:

Serious and Informative Tone: Brands can use a serious and informative tone to position themselves as authoritative and
trustworthy. For instance, pharmaceutical companies like Dabur use this tone to communicate the efficacy and reliability of their
products.

Emotional and Heartfelt Tone: Brands can use an emotional and heartfelt tone to create a caring and compassionate persona.
For instance, insurance companies like LIC often use this tone to convey a sense of security and support.

Humorous and Lighthearted Tone: Brands can use humor to create a friendly and approachable personality. Fast-food chains
like McDonald's often employ this tone to engage with their audience.
 Executional factors

Appeal of the ad:

Humor Appeal: Humor can make a brand seem approachable and relatable. Brands like Amul use humor in their
advertisements to create a friendly and witty persona.

Fear Appeal: Brands can use fear appeal to emphasize the consequences of not using their product or service. For
instance, road safety campaigns often use fear appeal to highlight the dangers of reckless driving.

Fonts used e.g., Sophisticated

Media: placed in fashion magazines like Vogue to establish fashionable classy personality

Radio- not suitable for a luxury brand or even brands like Zara
 “UNITED WE BRAND:
Brand Personality: How to create a Cohesive Brand
that’s Seen, Heard, and Remembered”

-
Do’s & Don'ts of creating a Unique Brand Personality
 Common Pitfalls of Creating a Brand Personality

1. Delegating the Brand Personality to External Agencies

2. Be careful while changing your positioning or Personality with the Audience eg, Old Spice

3. Misjudging the Balance between What is Said vs. How It’s Said

4. Do not try to create an Idealized, Unrealistic Personality

5. Creating Traits Hard to Apply to Marketing Materials

6. Outrageous or Provocative without Substance.

 IMPORTANT STEPS IN CREATING BRAND PERSONALITY

•What is the target market/positioning?

•Core Message: Identify the foundational values and the primary message the brand communicates (tag line)
Core Message:
The core message of Red Bull centers around energy, adventure, and pushing the boundaries of what is possible. It aims
to invigorate both body and mind, inspiring individuals to live life to the fullest and pursue their passions with vigor and
enthusiasm.

• Tag Line: "Red Bull Gives You Wings"

•Personality Traits: Determine the human-like traits the brand should embody.

•Communicate Brand Personality: Decide how these traits will be communicated through
• marketing materials (4 Ps)
• product design (shape, colour, packaging, font, imagery)
• ad campaigns
• & customer interactions/ engagement.