developing a winning personality through brand character0001

developing a winning personality through brand...

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CHAPTER 8 Developing a Winning Personality Through Brand Character "Image is everything." Andre Agassi N oWwe come to the sixth and final element of sound brand positioning: brand character. And while it is the final element, it is in no way to be interpreted as the least important. It is, perhaps, the most influential ele, ment of brand image. As the quote above suggests, taken from a Canon camera commercial aired years ago in which Andre Agassi appears, image is exceedingly important. As you have learned from an earlier chapter, competitive framework deals with what your brand is as a category or classification of products. Is your Ricoh a fax machine or multi,tasking small business tool that contains fax, copier, and printer all in one? Is Jell,O the brand of gelatin or the light dessert? Brand character, on the other hand, addresses who your brand is as a per, sonage. It reflects the very personality you create for your specific brand. It
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Building a Brand Through Power Positioning represents the complexion, temperament, and spirit of the brand. As such, it is a strategic element of positioning and of the brand. Brand character should not be confused with "tone," which is a frequent ': mistake made by client advertisers and agency people who should know bet, ter. Tone denotes mood, style, or manner of expression for a given execu, tion. Tone is an executional element, not a strategic one. Stated another way, brand character gets to the very values of the brand's personality, whereas tone captures a particular mood. As an example, one may be a very serious,minded individual who engages in a bit of whimsy from time to time. The personality is serious,minded. The specific mood at a given point of time is one of whimsy. Brand character is part of the per, sonality make,up of the individual, whereas tone reflects an episodic mood. Keep in mind that if all the advertising for your product reflects the same tonality, your current and potential customers will come to perceive that tonality as the brand's personality. A campaign for an aTe product that is executed with humor may tag it with a personality customers perceive as hu, morous and, perhaps, ineffective. So, it is very important to define the per, sonality you want to establish for a brand in its positioning and to review ex, ecutional submissions to ensure they are in sync with that personality. Otherwise, the marketer risks having execution define personality, which is a case of the proverbial "tail wagging the dog." Importance of Brand Character Brand character is an important strategic weapon. It serves to: Differentiate Brands with Common Features and Benefits-Take the two soft drink giants, Coke and Pepsi, for example. During the 1970s Coke battled with an image (personality or brand character) it perpetuated .which consumers perceived as conservative, stodgy, republican, old, and such.
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Developing a Winning Personality Through Brand Character Needless to say, this image is not very attractive to the youth
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This note was uploaded on 04/07/2009 for the course JOUR 3403 taught by Professor Cheval,mel during the Fall '07 term at Colorado.

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developing a winning personality through brand...

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