Designing Brand Personality Using the Power of Archetypes ...

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1.2 Brand Identity vs. Brand Personality What is the difference between brand identity and brand personality? (Jansen 2006) defined identity as “be who you are” and the personality “become who you should be”. So, the brand identity represents the active substance of the brand along with its enduring qualities reflected in a forward looking brand associations. As an outward expression of the brand, including its name and visual appearance is a fundamental means of consumer recognition and symbolizes the brand's differentiation from competitors. As mentioned above, the brand personality is the attribution of human personality traits to a brand as a way to achieve differentiation. Usually done through long-term above-the-line planning and advertising, appropriate packaging and graphics. Although human and brand personality may share similar conceptualization, they differ in their formation. The human personality traits are based on individual behaviour, physical characteristics, attitudes and believes and demography. The brand personality traits are a readiness to think or act in a similar fashion in response to a variety of different stimuli or situations. (Schoormans 2009) showed that consumers prefer products with a personality that fit their own personality: extrovert consumers prefer extrovert products. Research furthermore has shown that people can recognize personality traits in products and brands. A consumer is a seeker of purely utilitarian benefit or a gain. In psychological terms, (Batey 2008) determined three major elements of a personality. Elements Drivers In the brand terms Private personality Public personality thoughts, feelings, ambitions, talents how I want others to see me Overlaps the brand identity The external aim Attributed personality how others see me The nature of the Table 1: Elements of a Personality, (Batey, 2008) personality 3
2. Research of the Brand Personality 2.1 Assessing and Measuring Brand Personality 2.1.1 Traditional Processes Marketing professionals had become a bit too much mechanical, using already standardized accepted rules of brand building and marketing communication. Marketing itself became a mass produced product, a commodity lacking spirit and authenticity. The market research on brand personality was limited due to the blur definition of this concept and consumer preference kept being elusive. (Aaker 1997) More and more brand experts lacked the some generalizable scale to measure it. From the traditional efforts to measure and evaluate prevailed by ethnography. This is a scientific research strategy that studies people, ethnic groups and their material and spiritual culture. (Aaker 1997) points out that etnography gathers empirical data through ad hoc techniques, such as checklists, photo-sorts or symbolic. The focus shifted away from the stereotype marketing mantra: doing and communicating whatever the consumer wants according to research. Business and marketing professionals started to pay attention to their own, company‟s and brand‟s inner values. (Schoormans 2009) Over the past fifty years the mentality and approach of companies has progressively evolved in several stages. Identity based Figure 1: Stages of the Base in Brand Personality Design (Schoormans, 2009) There were two kinds of scales for measuring the bran personality, both relied on the relationship between human and brand personality. The first was a ad hoc scale and was of an non-theoretical nature. This means the traits was selected arbitrarily. They were used only for further researches. The second type was of a more theoretical nature, based on human personality traits not yet validated for the use of brands. Therefore those have also a questionable validity. (Aaker and Biel 1993) 4
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