Brand personality can be defined as the brand's values, beliefs, gender, age, and numerous other qualities that associate the brand with a "person". We associate brands with personalities by how positive or negative our experiences with the brand are. If it has solid customer service, is family friendly and has good value for the product then it is more likely to receive a positive brand personality.
It also differentiates brands from each other. For example, Coca Cola would be associated as more classic and mature yet Pepsi would be the younger, hipper version of Coke. Basically, the personality just communicates what the brand is all about and how it wants to be seen by the public.
I was thinking out loud, trying to figure out what a good example for brand personality would be, when my boyfriend overheard and screamed,
"DO REDBULL! REDBULL!!"
So Redbull it is. If this brand was a person, it would definitely be male. I think Redbull tries to position themselves as the athlete/hero/masculine personality, and they do it well. By encouraging people to utilize these energy drinks before sporting activities and using attractive, scantily clad female promotion girls, they are trying to communicate that they are more macho than say, Gatorade.
"If this brand was a person, it would definitely be male. I think Redbull tries to position themselves as the athlete/hero/masculine personality, and they do it well. By encouraging people to utilize these energy drinks before sporting activities and using attractive, scantily clad female promotion girls, they are trying to communicate that they are more macho than say, Gatorade."
ReplyDeleteIs it really that simple and uni-dimensional? Redbull sponsors all kinds of extreme sports that are connected with high adrenaline rush - pretty typical male and masculine but wouldn't it speak more to a risk taking lifestyle and bold/bad ass attitude toward life? Who do you think would feel more identified with Redbull's brand personality: Basketball players or luge sledders?