Betty Crocker Personality
Who wants to spend time with someone who is so boring that he’s described as having no personality? Maybe it’s better to be a jerk because at least you’ll be interesting. Having a personality is equally helpful to brands, especially in the digital age.
Not all brands have, or even should have, a strong, distinctive personality, but those brands that do have a significant advantage in terms of standing out from the crowd, having an on-brand message, and supporting a relationship with customers. Personality is an important dimension of brand equity because, like the human personality, it is both differentiating and enduring.
Enhancing Self-Expression Benefits
People express their own or idealized selves in part by the brands that …show more content…
The use of Betty Crocker expresses the home/mother/nurturing side of some of its users because “Betty Crocker-as-person” is a mother figure: a traditional, small-town, all-American person who cares about cooking and about her family. Wearing the Nike brand reflects “Nike-as-person”: someone who is exciting, provocative, spirited, cool, innovative and aggressive, and into health and fitness. Being a Patagonia fan expresses a passion for the environment and for sustainability. Being a Dove user reaffirms a belief in real inner …show more content…
For example, consider the following relationship metaphors: A well-liked and -respected family member—a warm, sentimental, family-oriented, traditional personality—would match brands like Hallmark, Hershey’s, John Deere and Campbell’s. A person whom you respect as a teacher, minister or business leader—someone who is accomplished, talented and competent—is like IBM or The Wall Street Journal. A companion for an outdoor adventure—an athletic, rugged and outdoorsy personality—is like Nike or The North Face.
A stimulating companion—an interesting personality with incredible stories—is like the Dos Equis beer spokesman, “the most interesting man in the world.” A “brand-as-person” who has a passion for healthy, organic foods is reflected by the Whole Foods Market
Not all brands have, or even should have, a strong, distinctive personality, but those brands that do have a significant advantage in terms of standing out from the crowd, having an on-brand message, and supporting a relationship with customers. Personality is an important dimension of brand equity because, like the human personality, it is both differentiating and enduring.
Enhancing Self-Expression Benefits
People express their own or idealized selves in part by the brands that …show more content…
The use of Betty Crocker expresses the home/mother/nurturing side of some of its users because “Betty Crocker-as-person” is a mother figure: a traditional, small-town, all-American person who cares about cooking and about her family. Wearing the Nike brand reflects “Nike-as-person”: someone who is exciting, provocative, spirited, cool, innovative and aggressive, and into health and fitness. Being a Patagonia fan expresses a passion for the environment and for sustainability. Being a Dove user reaffirms a belief in real inner …show more content…
For example, consider the following relationship metaphors: A well-liked and -respected family member—a warm, sentimental, family-oriented, traditional personality—would match brands like Hallmark, Hershey’s, John Deere and Campbell’s. A person whom you respect as a teacher, minister or business leader—someone who is accomplished, talented and competent—is like IBM or The Wall Street Journal. A companion for an outdoor adventure—an athletic, rugged and outdoorsy personality—is like Nike or The North Face.
A stimulating companion—an interesting personality with incredible stories—is like the Dos Equis beer spokesman, “the most interesting man in the world.” A “brand-as-person” who has a passion for healthy, organic foods is reflected by the Whole Foods Market