Brand Personality as regards AC

sunandaC

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Brand Personality

Brand personality is created by brands to give a human character to the brands. This is done because now days in the age of technology and innovation each brand is becoming a commodity and a personality of a brand helps it to distinguish itself in the overcrowded market.

Each brand develops certain values and characteristics that strike an emotional chord with the varied range of consumers. This strategy helps to retain more customers who sometimes go for a brand because they see their likes, dislikes and behavior in the brand.

Advertising agencies play an important role in developing the personality of the brand. They create campaigns that are able to make the consumers believe that the brand will has the same characteristics if they look at them from a personified point of view.


A) LG - Lowe Lintas has tried effectively to create the personality of the brand on the basis of its underlined positioning of health. The brand has not relied much on the personality aspect unlike Hitachi or Carrier.

This is because the base health positioning has been so strong that they never bothered to develop this aspect of this brand. If the advertisements of the brand are noticed they have not taken any particular model or actor to promote the brand as Samsung has Tabu endorsing the products for the brand or the bald man creating the personified image of perfection for the brand.

LG has been using different people to promote the brand and they have not relied much on this concept but still the personality of the brand can be best described with the words healthy and caretaker because a person can rest assured that LG will make sure that the air in the vicinty is fresh, pure and healthy.

B) Hitachi -Hitachi Brand has a tagline “ For Those who Seek Perfection” which itself underlines the personality of the brand. They have tried to personify their brand with the help of their effective advertising campaign created by Orchard B. The series of adds shown on T.V first developed the personality of the brand with the help of the bald middle-aged male model who was shown to be seeking perfection in each and every work he did.

Gradually the adds shifted to the script which showed the man using a Hitachi AC because it gives him all the benefits which he seeks like having the desired room temperature when he returns from office in the evening thanks to the new Logicool range of ACs from Hitachi.. It is the only brand that has used the concept of brand personality so effectively. The adds with their humourous concept have managed to create the personality of the brand.

If only they could have managed to rope in Aamir Khan it probably could have done wonders to the personality of the brand because he has such a strong perfectionist image in the minds of the people that probably they wouldn’t have had to build the personality of the brand through initial adds as they had to in the case of the current brand endorser.

Also the sales would have got further boost as compared to current sales that have put them in the third place in the room AC segment behind LG and Samsung.
 
Brand Personality

Brand personality is created by brands to give a human character to the brands. This is done because now days in the age of technology and innovation each brand is becoming a commodity and a personality of a brand helps it to distinguish itself in the overcrowded market.

Each brand develops certain values and characteristics that strike an emotional chord with the varied range of consumers. This strategy helps to retain more customers who sometimes go for a brand because they see their likes, dislikes and behavior in the brand.

Advertising agencies play an important role in developing the personality of the brand. They create campaigns that are able to make the consumers believe that the brand will has the same characteristics if they look at them from a personified point of view.


A) LG - Lowe Lintas has tried effectively to create the personality of the brand on the basis of its underlined positioning of health. The brand has not relied much on the personality aspect unlike Hitachi or Carrier.

This is because the base health positioning has been so strong that they never bothered to develop this aspect of this brand. If the advertisements of the brand are noticed they have not taken any particular model or actor to promote the brand as Samsung has Tabu endorsing the products for the brand or the bald man creating the personified image of perfection for the brand.

LG has been using different people to promote the brand and they have not relied much on this concept but still the personality of the brand can be best described with the words healthy and caretaker because a person can rest assured that LG will make sure that the air in the vicinty is fresh, pure and healthy.

B) Hitachi -Hitachi Brand has a tagline “ For Those who Seek Perfection” which itself underlines the personality of the brand. They have tried to personify their brand with the help of their effective advertising campaign created by Orchard B. The series of adds shown on T.V first developed the personality of the brand with the help of the bald middle-aged male model who was shown to be seeking perfection in each and every work he did.

Gradually the adds shifted to the script which showed the man using a Hitachi AC because it gives him all the benefits which he seeks like having the desired room temperature when he returns from office in the evening thanks to the new Logicool range of ACs from Hitachi.. It is the only brand that has used the concept of brand personality so effectively. The adds with their humourous concept have managed to create the personality of the brand.

If only they could have managed to rope in Aamir Khan it probably could have done wonders to the personality of the brand because he has such a strong perfectionist image in the minds of the people that probably they wouldn’t have had to build the personality of the brand through initial adds as they had to in the case of the current brand endorser.

Also the sales would have got further boost as compared to current sales that have put them in the third place in the room AC segment behind LG and Samsung.

Hey sunanda, thanks for sharing the information. Well, as we know that brand personality is something that the consumer can connect and an effective brand will increase its brand value by getting a consistent range of qualities. If you want more detailed information then please download my presentation.
 

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