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32 Parikalpana - KIIT Journal of Management introduced the ‘Fastrack’ brand of watches and bags, which came across as young, trendy and pocket friendly. As a result the youth could relate to the brand and started using its products. Titan also sells ‘Raga’ watches which are aimed at potential women customers. Social change: It is often seen that famous personalities are the brand ambassadors of various social causes. These famous personalities hold a lot of power, so they are likely to be more effective when they ask people to support a certain cause or organisation. Same is the case with a brand personality. When a trusted and respected brand appeals to a customer to support a worthy cause, the customer is often likely to support it. A well known brand personality can also help spread positivity and a feeling of well being. Many brand advertisements are made asking people to support various causes like environment protection, road safety or simply asking people to treat everyone with respect and kindness. CSR initiatives help to build connection with the consumers (Porter and Kramer, 2002) For example, ‘Tata Tea’ had launched the campaign called ‘Jaago Re’ to spread awareness about the rampant corruption in this country and urged the people to fight it. Here, a simple brand became a voice for seeking change in the system. This naturally made people associate the qualities like honesty, courage and leadership with the ‘Tata Tea’ brand. This ‘Jaago Re’ campaign was both an advertisement and a CSR initiative. Conclusion Nowadays the customer is treated as the king. Companies are pursuing different strategies to woo customers to buy their products. In such a scenario the customer based concept of brand personality is of special significance. Managers need to have better understanding of the personality of their brand(s), the factors determining it and its importance. As already discussed, the main factors which determine the brand personality are the features and uses of the product sold under the brand, advertisements used to promote the brand, events or organisations promoted by the brand, period of time for which the brand is in the market and the overall corporate personality of its parent company. The brand personality helps a product to stand out in a fiercely competitive market, facilitates understanding of customers’ opinions about a brand; and helps to build brand loyalty among its customers. This ensures that a particular brand is able to maintain its market share and profitability which will enable the managers to devise better strategies and achieve their corporate goals. Corporate social responsibility not only promotes a brand and makes the marketplace more aware of the brand (brand awareness) it also brings along a ‘humane’ character to the brand personality. It gives out the message to the potential and existing customers that the organisation is not just concerned with making profits but also cares about the marketplace, the society and the business environment on the whole.
Brand Personality from Corporate Social Responsibility: A Critical Review ..... 33 Reference Naresh K Malhotra “A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts”, Journal of Marketing Research, Vol.18 (Nov 1981) Ouwersloot, H. & Tudorica, A. 2001. Brand personality creation through advertising. Maxx Working Paper Series. University of Maastricht. Polonsky, Michael & Jevons, Colin (2006) Building a corporate socially responsible brand : an investigation of organizational complexity, in Patti, ANZMAC 2006 : pp.1-7, J. Aaker 1997; “Dimensions of Brand Personality”, Journal of marketing research Vol XXXIV (August 1997), 347-356. Johnson, Homer H., 2003. “Does it pay to be good? Social responsibility and financial performance,” Business Horizons, Elsevier, vol. 46(6), pages 34- 40. “Environmental Marketing: A Source of Reputational, Competitive and Financial Advantage”, M. Miles and J.G. Covin, 2000. Russell W. Belk, 1988; “Possessions and the Extended Self”; The journal of consumer research, Vol 15, Issue 2 (Sept 1988), 139-168. M.E. Porter and M.R. Kramer, 2002; “The Competitive Advantage of Corporate Philanthropy”, Harv Bus Rev. 2002 Dec;80(12):56-68, 133 http://faculty.unlv.edu/angeline/ 3710BrandPersonalityClose.pdf http://www.fuelyourbranding.com/the-5- dimensions-of-brand-personality/ http://www.investopedia.com/terms/b/ brand-personality.asp http://www.moneylife.in/article/whoplayed-spoilsport-in-the-bharti-mtn-deal/ 2256.html http://www.reuters.com/article/2012/03/ 2 7 / u s - a p p l e - c h i n a dUSBRE82Q06420120327 http://www.sciencedirect.com/science/ article/pii/S0148296305000342 http://www.slideshare.net/sjhus/brandpersonality-presentation http://www.unitar.org/event/introductioncorporate-social-responsibility •••
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