Aaker on Branding. David Aaker

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      Tactically, the brand personality concept and vocabulary communicates to those who must implement the brand-building effort. Knowing that the brand aspires to be warm and approachable guides every brand association, including its product category, positioning, attributes, use experiences, user imagery, applications, firm values, and so on.

      Communication programs, in particular, need guidance. As a practical matter, decisions need to be made about the communication package, including advertising, packaging, promotions, events, customer touchpoints, digital programs, and more. If the brand is specified only in terms of attribute associations, little guidance is provided. To say that TaylorMade golf equipment is of high quality with an innovative design does not give much direction. However, to say that TaylorMade-as-person is a demanding professional conveys much more. A brand personality statement provides depth and texture, making it more feasible to keep the communication effort on strategy.

      Help Understand the Customer

      The brand personality metaphor can also help a manager gain an in-depth understanding of consumer perceptions of the brand. Instead of asking about attribute perceptions, which can be boring and intrusive, asking people to describe a brand personality is often involving and can result in more accurate and richer insights into feelings and relationships. The arrogant and powerful personality ascribed to Microsoft, for example, provides a deeper understanding about the nature of the relationship between Microsoft and its customers. Or the personality construct might be a better entry into understanding the calmness emotion associated with Celestial Tea than a discussion of attributes.

      Exploring what a brand-as-person might say to you can be a good way to uncover emotional response to brands. When this approach was applied to a credit card, one customer segment for which the brand-as-a-person was perceived as being dignified, sophisticated, educated, a world traveler, and confident believed that the card would make very positive supportive comments to them, such as:

      “My job is to help you get accepted.”

      “You have good taste.”

      A second “intimidated” segment for which the credit card brand was perceived as being sophisticated and classy but snobbish, aloof, and condescending believed that the card-as-a-person would make negative comments, such as:

      “I’m so well-known and established that I can do what I want.”

      “If I were going to dinner, I would not include you in the party.” The two user segments had remarkably similar perceptions of the brand, but the perceived attitude of the brand toward the customer was a big discriminator of the attitude toward the brand.

       WHAT BRAND PERSONALITY?

      Should brand personality be part of your brand vision? And if so, should it be a core vision element, an important driver of brand differentiation and the customer relationship, or an extended element? Brands like Virgin, Harley-Davidson, Nike, Tiffany, and MUJI have brand personality as a core element. If the brand personality is used to enrich the brand understanding or soften a negative image it would be an extended element. MetLife’s “Peanuts characters” personality, for instance, would be an extended element.

      Not all brands should aspire to have a personality, especially as a core vision element. They can and will compete on other dimensions. In fact, the brands that have a brand personality as a core brand vision are in the minority. The use of a brand personality as an extended brand vision element is, however, more common. In any case, the possibility of including a brand personality should be considered explicitly, as it is a good vehicle to make sure the brand vision is complete. In many cases, for example, brand strategists will forget that they could use some sources of brand energy. Asking the brand personality questions can bring such a need to the table.

      The specification of what brand personality would help is a key step in the brand vision process. A helpful exercise is to ask customers and employees to describe the brand-as-a-person. The result can provide both insight and guidance. The final judgment about the nature of the desired brand personality will depend on what roles the brand personality will play. Will it be to represent and communicate attributes, to provide energy, to define a relationship, to guide decisions that affect the brand, or to have another defined purpose, such as to soften an association standing in the way of gaining loyalty?

      The selection of a brand personality will then have to be implemented. If the implementation process is difficult or awkward, then the brand personality may have to be reviewed. If, however, there are ways to bring the brand personality to life through symbols, a charismatic CEO, an advertising campaign, a sponsorship, or a customer interaction style, then the brand personality may be a winner and may even play an expanded role.

      One point of departure is a brand personality scale that was developed in a classic study. Respondents assessed the personality of sixty well-known brands using 114 personality traits. The study findings, that the personality assessments represented fifteen personality traits grouped into five personality factors, provided a base-line feel for the scope of personality dimensions and a starting point when generating an aspirational brand personality.³ The traits were as follows:

      • Sincerity—Home Depot, Hallmark, Chevrolet, Schwab

      

Down-to-Earth—Family-Oriented, Small-Town, Blue Collar, All-American

      

Honest—Ethical, Thoughtful, Caring

      

Genuine—Authentic, Ageless, Wholesome, Classic, Old-Fashioned

      

Friendly—Warm, Happy, Cheerful, Sentimental

      • Excitement--Porsche, Absolut, Red Bull, Virgin

      

Exciting-Daring, Trendy, Off-Beat, Flashy, Provocative

      

Spirited--Adventurous, Lively, Outgoing, Young

      

Fun--Surprising, Imaginative, Unique, Humorous, Artistic

      

Innovative--Aggressive, Up-to-Date, Contemporary, Independent

      • Competence—AMEX, CNN, IBM, Toyota

      

Trustworthy—Careful, Reliable, Hard-Working, Secure, Efficient

      

Serous—Intelligent, Technical, Competent

      

Successful—Leader, Confident, Influential

      • Sophistication—Tiffany, Four Seasons, Mercedes, Calvin Klein

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