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    Brand Personality

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    Dnyaneshwari Pardeshi
    The document discusses brand personality and brand archetypes. It defines brand personality as a set of human characteristics associated with a brand, often described in terms of demographic traits, lifestyles, and personality factors. It then outlines 12 classic brand archetypes that represent a brand's core motivation, such as The Innocent, The Hero, The Explorer, and The Caregiver. Each archetype is described in terms of its goals, traits, potential drawbacks, marketing niche, and examples of brands that exemplify that archetype. The document provides an overview of how understanding brand archetypes can provide insight into connecting with customers.

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    Brand Personality

    Uploaded by

    Dnyaneshwari Pardeshi
    56 views44 pages
    The document discusses brand personality and brand archetypes. It defines brand personality as a set of human characteristics associated with a brand, often described in terms of demographic traits, lifestyles, and personality factors. It then outlines 12 classic brand archetypes that represent a brand's core motivation, such as The Innocent, The Hero, The Explorer, and The Caregiver. Each archetype is described in terms of its goals, traits, potential drawbacks, marketing niche, and examples of brands that exemplify that archetype. The document provides an overview of how understanding brand archetypes can provide insight into connecting with customers.

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    The document discusses brand personality and brand archetypes. It defines brand personality as a set of human characteristics associated with a brand, often described in terms of demographic traits, lifestyles, and personality factors. It then outlines 12 classic brand archetypes that represent a brand's core motivation, such as The Innocent, The Hero, The Explorer, and The Caregiver. Each archetype is described in terms of its goals, traits, potential drawbacks, marketing niche, and examples of brands that exemplify that archetype. The document provides an overview of how understanding brand archetypes can provide insight into connecting with customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    56 views44 pages

    Brand Personality

    Uploaded by

    Dnyaneshwari Pardeshi
    The document discusses brand personality and brand archetypes. It defines brand personality as a set of human characteristics associated with a brand, often described in terms of demographic traits, lifestyles, and personality factors. It then outlines 12 classic brand archetypes that represent a brand's core motivation, such as The Innocent, The Hero, The Explorer, and The Caregiver. Each archetype is described in terms of its goals, traits, potential drawbacks, marketing niche, and examples of brands that exemplify that archetype. The document provides an overview of how understanding brand archetypes can provide insight into connecting with customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 44

    Brand Personality

    What is a Brand Personality

    • When a set of human characteristics get associated with a brand


    What is a Brand Personality

    • Described by demographics (age, gender, social class and race

    • By lifestyle (activities, interests, opinions)

    • By personality traits (warmth, extrovert, dependability, concern )


    The big five personality factors

    • Sincerity

    • Excitement

    • Competence

    • Sophistication

    • Ruggedness
    The big five personality factors

    Sincerity – Nirma

    • Down to earth – family oriented, small town

    • Honest – sincere, real, ethical, thoughtful, caring

    • Wholesome – original, genuine, ageless, old fashioned

    • Cheerful – sentimental, friendly, warm happy


    The big five personality factors

    Competence - HP, IBM, Bata

    • Reliable : hardworking, secure, efficient, trustworthy, careful

    • Intelligent : technical, corporate, serious

    • Successful : leader, confident, influential


    Harley Davidson
    • https://www.youtube.com/watch?v=sSY0nCuRhHA
    • https://www.youtube.com/watch?v=vlZ4ONTb9i0
    Brand archetypes

    • Brand personality uses adjectives to describe the brand as if it


    were a person, the brand archetype, based on Jungian
    archetypes, indicates the brand’s driving force or motivation.
    • There are 12 classic archetypes.

    1. Innocent 7. The magician


    2. Regular guy 8. The lover
    3. The hero 9. The caregiver
    4. The outlaw 10. The ruler
    5. The explorer 11. The jester
    6. The creator 12. The sage
    Brand archetypes – the innocent

    • The Innocent
    • Goal: To be happy
    • Traits: Strives to be good, is pure, young, optimistic, simple,
    moral, romantic, loyal
    • Drawback: Could be naïve or boring
    • Marketing niche: Companies with strong values, seen as
    trustworthy, reliable and honest, associated with morality,
    good virtues, simplicity, can be nostalgic
    • Example: Dove soap, Coca-Cola
    Brand archetypes – the Regular guy - Raju

    • Goal: To belong, or connect with others


    • Traits: Down to earth, supportive, faithful, folksy, person next
    door, connects with others
    • Drawback: Could lack a distinctive identity and blend in too
    much
    • Marketing niche: Common touch, solid virtues, gives a sense
    of belonging
    • Example: D Mart, Lijjat
    Brand archetypes – the Hero

    • Goal: Help to improve the world


    • Traits: Courageous, bold, honorable, strong, confident,
    inspirational
    • Drawback: Could be arrogant or aloof
    • Marketing niche: Make a positive mark on the world, solve
    major problems or enable/inspire others to do so
    • Example: Nike, BMW, Duracell
    Brand archetypes – the Outlaw

    • Goal: Break the rules and fight authority


    • Traits: Rebellious, iconoclastic, wild, paving the way for
    change
    • Drawback: Could take it too far and be seen in a negative way
    • Marketing niche: Agent of change, advocate for the
    disenfranchised, allow people to vent or break with
    conventions
    • Example: Harley-Davidson, Virgin (Richard Branson)
    Brand archetypes – The Explorer

    • Goal: Finds fulfillment through discovery and new


    experiences
    • Traits: Restless, adventurous, ambitious, individualistic,
    independent, pioneering
    • Drawback: Might not fit into the mainstream
    • Marketing niche: Exciting, risk-taking, authentic
    • Example: Indiana Jones, Jeep, Red Bull, Mountain Dew
    Brand archetypes – The Creator

    • Goal: Create something with meaning and enduring value


    • Traits: Creative, imaginative, artistic, inventive, entrepreneur,
    non-conformist
    • Drawback: Could be perfectionistic or impractical
    • Marketing niche: Visionary, help customers express or create,
    and foster their imagination
    • Example: Lego,
    Brand archetypes – The ruler

    • Goal: Control, create order from chaos


    • Traits: Leader, responsible, organized, role model,
    administrator
    • Drawback: Could lack a common connection, or be too
    authoritative or controlling
    • Marketing niche: Help people become more organized,
    restore order, create more stability and security in a chaotic
    world
    • Example: Microsoft, Barclays, Mercedes-Benz
    Brand archetypes – The Magician

    • Goal: Make dreams come true, create something special


    • Traits: Visionary, charismatic, imaginative, idealistic, spiritual
    • Drawback: Could take risks that lead to bad outcomes
    • Marketing niche: Help people transform their world, inspire
    change, expand consciousness
    • Example: Disney, Apple
    Brand archetypes – The Lover

    • Goal: Create intimacy, inspire love


    • Traits: Passionate, sensual, intimate, romantic, warm,
    committed, idealistic
    • Drawback: Could be too selfless or not grounded enough
    • Marketing niche: Help people feel appreciated, belong,
    connect, enjoy intimacy, build relationships
    • Example: Victoria’s Secret, Godiva Chocolate, Marie Claire
    Brand archetypes – The Caregiver

    • Goal: To care for and protect others


    • Traits: Caring, maternal, nurturing, selfless, generous,
    compassionate
    • Drawback: Being taken advantage of, taken for granted, or
    exploited
    • Marketing niche: Help people care for themselves, serve the
    public through health care, education or aid programs
    • Example: Johnson & Johnson
    Brand archetypes – The Jester

    • Goal: To bring joy to the world


    • Traits: Fun, sense of humor, light-hearted, mischievous,
    irreverent
    • Drawback: Could be seen as frivolous or disrespectful
    • Marketing niche: Help people have a good time or enjoy what
    they are doing, allow people to be more impulsive and
    spontaneous
    • Example: 7up, Cadbury
    Brand archetypes – The Sage

    • Goal: To help the world gain wisdom and insight


    • Traits: Knowledgeable, trusted source of information, wisdom
    and intelligence, thoughtful, analytical, mentor, guru, advisor
    • Drawback: Could be overly contemplative or too opinionated
    • Marketing niche: Help people to better understand the world,
    provide practical information and analysis
    • Example: Philips, Google,
    Brand archetypes
    https://www.youtube.com/watch?v=zY_OaZAlaFA

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