Brand Personality Framework Essay

SinceritySincerity brands are those which makes caring image towards customers by trying honesty, wholesome and Cheer. ExamplesDalda is comes under earnestness category because the positioning statement (JAHA MAMTA WAHA DALDA) shows the sincerity towards customers and culture. Cadbury dairy milk is also the good example of sincerity because they are positioning themselves as Toh phir kuch meetha ho jaye which shows that it is use on the occasions of happiness and also shows sincerity and respect toward customers. There customers are kind and family-oriented.ExcitementThese type of products promote daring, imaginative and adventurous environment and target multitude which are experiencers.ExamplesMountain dew and Marlboro cigarettes create daring and adventurous environment in their ads and usually target young people who are experiencers. They show the different style in their ads which are apart from regular drinks and regular cigarette brands. There customers are care free, yout hful and spirited in nature.competencyThese brands are famous and successful in market. These products attract customers because they are reliable and intelligent.ExamplesMost of the Sony customers are loyal and not ready to shift to other brands. kindred case is for Lipton, many people have tradition of drinking Lipton tea because their ancestors also drink this also. Sony and Lipton, these types of brands have loyal customers and are successful and reliable in market.SophisticationSophisticated brands are those brands which targets upper class and have charming look. They promote executives and decent style.ExampleMercedes and Rolex both brands have similar image in customers mind, both offer luxury and charm. These both brands target upper class and their advertisements are not for everyone, there advertisements are very high-flown and in some specific regions.Their customers are elegant, prestigious and pretentious in nature.RuggednessIn this category tough and outdoor product s comes which have long intensity and strong nature. These are usually outdoor products which can be used in travelling and have long life.ExamplesHummer and woodland both targets the people with tough personalities who likes to travel and hike and prefer adventure in their lives. They both gives strong durable quality products to survive the ridged and tough areas in travelling like in villages and hilly areas. Their customers are outdoor loving, loves travelling and have athletic behavior.