Today, I would like to discuss about brand personality and how different brands develop their personality traits through advertisements.
Brand personality is about how consumers associate certain personality traits to brands and how marketers try to associate personality traits to their brands (Schiffman et al. 2014, p.136).
Brand’s logo, advertisement, website, packaging and social media, all of these all can create their personality. Still, how brands advertise their product is one of the most impressing ways to associate their brand with certain personality traits.
A compelling ad is a key for personality association
The brand dimensions of Jennifer Aaker is a framework to describe the profile and traits of a brand in five core dimensions, each divided into a set of facets. The five core dimensions and their facets are:
Sincerity (down-to-earth, honest, wholesome, cheerful)
Excitement (daring, spirited, imaginative, up-to-date)
Competence (reliable, intelligent, successful)
Sophistication (Upper class, charming)
Ruggedness (outdoorsy, tough)
Of course, there are more personalities. I chose two different types of personalities that brands aligned themselves with. Sometimes, brands can be associated with more than one personality trait.
Ferrero Rocher – ambassador's reception
https://www.youtube.com/watch?v=4P-nZZkQqTc
An ambassador with ' exquisite taste' summons a footman to serve a pyramid of gold-wrapped chocolates to adoring guests. Although some people think that's exaggerating, this advertisement definitely achieved widespread recognition and it remains an enduring YouTube hit.
Ferrero Rocher creates a royalty, nobility, luxury, upper class and elegant personality. It showed the epitome of "exquisite taste" that worthy to be treated at an ambassador's reception. It is associated with a very sophisticated personality.
Snickers- You’re not you when you’re hungry
https://www.youtube.com/watch?v=qIVDxL2lgN4&list=PLYoPB_-4spsSBQ0OIzR7vF3Q-23V8R3sx
Snickers advertisement are always funny and also ties it into a current trend. It creates buzz and interests young people. In most of the advertisements that Snickers releases, the focus is on not acting like yourself and not behaving in the way you usually would in a typical situation. In this circumstance, you act like Mr. Bean or another annoying character. But after having a bite of Snickers bar you get back to yourself with full energy. Their creative twist and sharp contrast always bring the laugh to the audience.
Snickers takes an excitement brand personality. They connect their products to their target consumer with a series of funny advertisements. It is associated with a personality which is up-to-date, dynamic, joyful and energic.
These two brands’ ads are all rooted in their brand personalities and have done a great job. It is easy to find out that what really gets customers engaged is personality. Personality is something that a society can relate to. A connection can be much easier to be formed with consumers when a brand has an impressing personality. An appealing brand personality will promote the brand image and attract more customers.
Therefore, brand personality is one of the most crucial business tactics that companies need to adopt.
Cited Sources:
1.“Brand Personality.” Understanding Consumer Behaviour, 1 Apr. 2014, keelanb.wordpress.com/2014/04/01/brand-personality/.
2.Crowther, John. “You're Spoiling Us, Mr Ambassador! And Making Your Chocolates a Laughing Stock: That Ferrero Rocher Advert Wasn't a Joke at All - It Was the Italians' Idea of Style and Class.” Daily Mail Online, Associated Newspapers, 23 Apr. 2011, www.dailymail.co.uk/femail/article-1379948/Youre-spoiling-Mr-Ambassador-And-making-chocolates-laughing-stock-That-Ferrero-Rocher-advert-wasnt-joke--Italians-idea-style-class.html.
3.“You're Not You When You're Hungry: The Personality Based Approach of Snickers.” Chocolate Class, Chocolate Class, 12 Apr. 2015, chocolateclass.wordpress.com/2015/04/12/youre-not-you-when-youre-hungry-the-personality-based-approach-of-snickers/.