{"id":357627,"date":"2017-09-28T12:22:37","date_gmt":"2017-09-28T12:22:37","guid":{"rendered":"http:\/\/citifmonline.com\/?p=357627"},"modified":"2017-11-10T11:10:02","modified_gmt":"2017-11-10T11:10:02","slug":"brand-personality-a-case-study-of-citi-97-3fm-article","status":"publish","type":"post","link":"https:\/\/citifmonline.com\/2017\/09\/brand-personality-a-case-study-of-citi-97-3fm-article\/","title":{"rendered":"Brand personality \u2013 A case study of Citi 97.3FM [Article]"},"content":{"rendered":"
One of the least discussed branding topic is that of brand personality because, there\u2019s usually a confusion regarding what it really means and its relevance.<\/p>\n
One of the reasons that account for this in my opinion is that, most brands do not exhibit strong personalities or do not project their personality but are rather fixated with projecting their brand positioning.<\/p>\n
This article will discuss the concept of brand positioning and brand personality and use Citi FM<\/strong> as a classic case to illustrate the concept of brand personality in a very basic manner.<\/p>\n
What is brand personality?<\/strong><\/p>\n
Brand personality is the humanized personality characteristics attributed to an organizations or brand. To understand brand personality, you need to ask a very simple question; if the brand was a human being, what humanized traits would it exhibit? For example, being mature, liberal, friendly, ambitious, warm, caring etc.<\/p>\n
One of the models for identifying brand personalities is that of Aaker (1997) who developed a brand personality framework to measure the personality of brands on five dimensions;\u00a0 sincerity, excitement, competence, sophistication and ruggedness. However, brands can exhibit various humanized personalities as explained.<\/p>\n
From personal experiences, corporate culture is a strong driver of brand personality.<\/p>\n
What\u2019s brand positioning?<\/strong><\/p>\n
Brand positioning relates to the image an organization intends to create in the minds of its target audience relative to competitors. There\u2019s a saying that, products are made in the factory but brands are made in the minds. Therefore, everything about a brand ought to be consciously designed to re-inforce the intended positioning i.e. logo, colours, tone of communication, brand associations etc.<\/p>\n
Are they the same?<\/strong><\/p>\n
This is where the confusion arises. Brand positioning and brand personality are not the same, however, they can be the same.<\/p>\n
In developing brand strategies, brands decide what their strategic positioning will be, based on their vision, mission and corporate objectives. The positioning will obviously be informed by detailed macro and micro environmental analysis with key focus on the brand\u2019s RELEVANT competitive advantage.<\/p>\n