Brand as Personality

Let’s imagine that brands have their own personality. In order to analyze their personality, we need the Brand Identity Prism by Kapferer.

Now suppose if a product or a brand was a person, how would he look like? What traits would he have? Would he be warm, cold, aggressive, approachable or smart? The model has 6 dimensions on which a brand is to be evaluated. Let’s take the example of Movenpick.

Physique : Movenpick’s product is ice cream. Customers use it mainly as a dessert for taste satisfaction. 

Brand personality:Which is the consumers’personality and image? Movenpick’s consumers are adults that love gourmet temptations. They are engaged with this brand because of the offered quality. Its products’ luxury placement for instance can be also a further personality element

Brand Culture: As the name signifies, it talks about the culture of the brand and the values and the principles will follow from the culture. Movenpick has a global culture with three main values, the swiss perfection, the use of natural products and the passion for gastronomy.For all these values Movenpick is known to consumers.

Brand Relationships: No prizes for guessing what would this be about! Yes, after all every brand has to maintain strong relationships with customers by creating emotions and experiences. As we said to previous articles, Movenpick promises great experiences with only an ice cream! Marketing communication can also build strong relationships between customers and their favorite brand. Customers satisfaction is the final goal!

Customer Reflection: Every product is designed to satisfy some need of the intended customer base. A consumer has to be reflected in a way, which would show how he or she could image himself consuming a particular good. For example,while consuming Movenpick, customers feel sure about the quality and unique!

Customer Self Image: Consumers get attracted to those brands in which they see their own traits. So for the example of Movenpick, consumers that are not interested in gourmet flavors, they propably are not attracted by its products.

So taking all these aspects into account, we draw the brand’s personality! Considering the analysis for Movenpick and doing such analysis for Miko, Haagen Dazs and Ben and Jerry’s, we can notice the main differentiation elements. The physical aspect is common for all ice cream brands, but what about their personality?