Page 229 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

198 Chapter Eight

or insurance company tends to assume a “banker” personality (competent,
serious, male, older, upper class). Huggies’packaging always features healthy,
happy kids.

Price is a complex factor in brand personality; if the price is low, it may
attract low-end buyers and thus increase sales, but on the other hand, it also
gives the brand a “cheapo” image. If the products related to a brand have top
performance and top quality, a higher price actually may psychologically
give an image of a prestigious brand. Product attributes also affect brand
personality; for example, the strong flavor in Marlboro brand cigarettes
suggests a rugged male personality.

Nonproduct-related characteristics could also affect the brand personality.
Important nonproduct-related characteristics are listed in Table 8.2. The
user image refers to either the profile of typical users (the people who use
the brand) or idealized users (as portrayed in advertising and elsewhere).
The user image can be a powerful driver for brand image; for example, the
Marlboro man is the defining image of Marlboro’s brand personality, a
free-spirited, rugged man. Sponsorship of particular events can influence
a brand’s personality; for example, Nautica sponsorship of Olympic
swimming events gives its brand of swimming wear a personality of a world
class swimmer. How long a brand has been in the market (age) can affect its
personality. An old brand usually gives a “traditional” or “reliable, but old
fashioned” brand personality. A newcomer tends to have a younger brand
personality. A brand symbol can have a powerful influence on the brand per-
sonality because it is visible every time a consumer sees the advertisement
or product. The “Intel inside” symbol created a very strong psychological
impact on buyers that a computer without Intel’s CPU would not be as good.
Marlboro country and the Maytag repairman are among the most successful
brand symbols that provide desirable stereotypes in customers’ minds. The
country of origin is also a very powerful opinion-shaping factor of brand
personality; a German brand might capture some perceived characteristics
of German people (precise, serious, hardworking, and so on). A CEO’s per-
sonality, such as Bill Gates of Microsoft, influences people’s perception of
a company and its products. Celebrity endorsements can also be influential.
For example, Michael Jordan’s endorsement of Gatorade gave the brand a
personality of a strong, thirsty athlete. Advertisement style and company
image affect brand personality as well.

Value Proposition
The purpose of having products or a product class under a brand name
is to provide customers with benefits. There are many kinds of benefits.