Transcript No Slide Title

Always Coca-Cola
[TST Opens Coca-Cola]This is the voice of Coca Cola
[TST drinks it] Hayatın tadı Coca-Cola
Generation Next, Generation Next
[TST opens Pepsi] Ask for more!
[TST drinks it] Hüp diye içine çek beni...
My topic is brand personality and brand loyalty, my
friends. First of all, let me explain brand personality.
Many of the world's most powerful brands spend a great
deal of time putting personality into their brands. It is the
personality of a brand that can appeal to the four functions
of a person's mind. For example, people make judgments
about products and companies in personality terms. They
might say, "I don't think that company is very friendly," "I
feel uneasy when I go into that branch," "I just know that
salesmen is not telling the truth about that product," or
"That offer doesn't smell right to me." Their minds work
in a personality driven way. Given that this is true, then
how can a company create a personality for its product or
for itself? The answer lies in the choice and application of
personality values and characteristics.
Imagine a person as a brand. She may be around 28
years of age, have fair features, a small build and be
pleasant-looking. These would be similar to a product's
features. When you get to know her a little better, your
relationship may deepen, and you will be able to trust
her, enjoy her company, and even miss her a lot when
she is not around. She is fun to be with and you are
strongly attracted to her values and concerns. These are
emotions similar to the associations which people
develop with brand personalities. People, generally, like
people. So, if a personality can be created for a brand, it
will be easier to attract consumers to the brand. As
brands grow, as do human relationships, it is the
emotional dimension that tends to become dominant in
loyalty. Personality grows brands by providing the
emotional difference and experience.
AND
They are the
most famous
computer brands
in the world.
They are rivals to
each other but
have got different
personalities.
Let’s meet
MR.Apple and
MR.IBM...
MR.Apple: He's always been super bright about computers, and a high achiever at the
University. But he's totally cool and down to earth, with a subtle sense of humor. Not a
nerd at all. But witty, fun, and creative. 20, maybe early 30 something years old.
Masculine, but sensitive
MR.IBM: Formal and professional. Perhaps a bit stiff, or "square." But tops in his class
intellectually. He's gone to the best University, with an advanced degree. And he has very
polished social skills. 40ish years old. Masculine, perhaps a bit macho.
.
Visual symbols:
For Apple computers, the most consistent icons have been the logo and
typography. After that, the brand personality has been expressed fairly
consistently over the years in the "look" of Apple's advertising -- very clean,
lots of white space. The copy in the ads, the dialog on TV, has usually been
friendly, fun and witty.
For IBM, the visual icons have been the "corporate color", which is blue. As in
Big Blue. And the logo. The "look" of IBM advertising, signage and
advertising tends to be conservative and professional. But specific products and
services take on a look of their own, tailored to the target market.
As you see, brands are like people. So they have relationship with target audience; with you. The concept of a
relationship between a brand and a person provides a different perspective on how brand personality might work
How can we create a brand personality? Brand Personality isn’t a coincidence.
Think about Pepsi. What do you think about Pepsi’s image? Of course, famous people like sportsmen, top models
like Cindy Crawford and especially music stars like [TST shows their photos] Shakira, Wycleaf Jean, Ricky Martin,
Janet Jackson, Kenan Doğulu, Şebnem Ferah, Tina Turner, Madonna, Michael Jackson and the like. Pop stars act in
Pepsi’s advertisements. Just advertisements? They give concerts, they make singles for Pepsi. [TST shows a casette and
a CD…] Tarkan’s Hüp and Spice Girls’ “Step To Me” are examples for Pepsi Music’s products. Look at the casette
and the CD. Pepsi’s colours blue, white and red are used for the single covers. You can see the same colours on
Britney Spears Cup. [TST shows it] White and blue blouse, blue jeans, red hook, red and white star….
.
Pepsi isn’t the only brand which uses famous people. Police sun-glasses use Bruce
Willis, because a Hollywood star is the best choice for any sun-galsses’ brand personality.
[TST shows Police’s advertisement with Bruce Willis. Then he shows İbrahim Kutluay’s
Rejoice advertisement]
A sportsman like İbrahim Kutluay doesn’t have much time. He has to have a shower
everyday. He washes and go, because he has got a speedy life. However, he has got many
girlfriends and must lie when Demet calls him; “I am training Demet. What? Are you
training, too?”… He also goes out with his friends everynight and his car needs petrol.
He doesn’t have to pay more for petrol, so he uses Bonus Card. Rejoice, Ericsson and
Bonus Card used İbrahim Kutluay as a perfect sportsman, because he is adaptable fot the
brands’ personalities.
[TST shows Turkish Flag]
These days, Coca-Cola uses Turkish team’s footballers. Do you know the advertisement?
Red-white, red-white… Did you catch the track? [Now TST shows Coca-Cola] Red-white,
red-white….
Hence, we can say whether a brand is a product or a company, the company has to decide
what personality traits the brand is to have. There are various ways of creating brand
personality. One way is to match the brand personality as closely as possible to that of the
consumers or to a personality that they like. The process will be

define the target audience

find out what they need, want and like

build a consumer personality profile

create the product personality to match that profile
This type of approach is favored by companies such as Levi Strauss, who research their
target audience fastidiously. For Levis the result is a master-brand personality that is:

original

masculine

sexy

youthful

rebellious

individual

free

American
A related product brand personality (for a specific customer group) such as Levi's 501
jeans is:

romantic

sexually attractive

rebellious

physical prowess

resourceful

independent

likes being admired
Both profiles appeal mostly to the emotional side of people's minds - to their feelings and
sensory function. This profiling approach aims to reinforce the self-concept of the
consumers and their aspirations. The approach is ideal for brands that adopt a market-
I have some more examples for creating brand personality.
The success of Marlboro is based on a great brand personality brought to life in
the "rugged American cowboy," and the client's discipline to stick with it over
decades.
Coke has built it's brand by consistently reinforcing the logo, its "face.".
McDonald's has done Coke one better by introducing a character that gives the
brand a human personality.
The energizer bunny brings to life a benefit of the product, that Energizer
batteries just keep on going and going and going.
Apple Computers found the perfect brand personality in Jeff Goldblum, the man
who plays a likable young scientist in the movies Jurassic Park and
Independence Day.
I want to ask a question to you. Who prefers Coca-Cola? [Class members raise their hands]
OK. And who prefers Pepsi? [Just Hakan raises his hand]
Hakan, why do you prefer Pepsi? [He answers it “Because it is cheaper]
Koray, why do you prefer Coca-Cola? [He answers it “I prefer the original”]
These are brand loyalty. What’s the brand loyalty? Let me explain it.
Brand Loyalty is the consumer's conscious or unconscious decision, expressed through
intention or behavior, to repurchase a brand continually. It occurs because the consumer
perceives that the brand offers the right product features, image, or level of quality at
the right price. Consumer behavior is habitual because habits are safe and familiar. In
order to create brand loyalty, advertisers must break consumer habits, help them acquire
new habits, and reinforce those habits by reminding consumers of the value of their
purchase and encourage them to continue purchasing those products in the future.
Here are the results of consumer research into how people feel about two companies. When
they asked the question: “If these two companies were people, how would you describe them?”,
the people’s replies were this:
COMPANY A
COMPANY B
Sophisticated
Arrogant
Efficient
Self-centered
Distant
Disinterested
Easy going
Modest
Helpful
Caring
Approachable
Interested
These two companies are actually competitors in a service industry. If you were asked
which of these two companies you would like to be your friend, you would probably
choose Company B, as did 95% of other respondents. It is not surprising that the service
level of Company B can be a better experience for customers than that of Company A. It
is also easy to conclude that if consumers consistently experience these differences
between the two companies, then the brand image of Company B will be much better
than that of Company A.
The closer the brand personality is to the consumer personality (or one which they admire
or aspire to), the greater will be the willingness to buy the brand and the deeper the brand loyalty.
To make you have any idea about Turkish people’s brand choice, I want to show an inquiry from a
Turkish newspaper. [TST shows it]
As you see here, %79 of Turkish people choose Coca-Cola as cola drink. %76,9 of girls choose
Orkid as hygienic ped. Ha ha ha. %47,5 of fast-food lovers’ choice is MC Donald’s. As a Fanta
fan, I feel proud of Fanta, because the most famous fruit drink is Fanta. In my house, all of our
televisions, videos and music sets are Sony and as you see here, people choose Sony as TV and
music set. Smokers, %74,7 of you prefer Marlboro as foreign cigarette and %33,1 of you prefer
Samsun as local cigarette. My mobile phone is Nokia and I didn’t become surprised when I saw
Nokia’s name as the most famous mobile phone brand.
* What effective branding can do for you?
Actively projecting your own brand can mean better work, higher rates and more referrals, not to
mention the clarity that comes from knowing your own value.
Another import question is this: Do clients think of you generically, i.e. writer, designer, web guy,
planner, someone paying the bills, or do they think of you as a superstar consultant or
contractor, the top choice for their next project?
When your branding is working, you’re more likely to be that top choice. You are easy to get a
hold of. You deliver more than is expected. Your work is known in the community. You charge a
premium rate, but it’s not something you have trouble negotiating as you always have options and
routinely have to turn work down.
Your good name is your primary business asset. Be sure you’re doing everything you can to
enhance it as a brand.
To make it clear, I want to deal handouts about Top 7
Techniques to build incredible Brand Loyalty/Brand Equity.
You have given your time for me. Thank you!!!
[TST deals handouts. Class acclaims him and TST finishes
the presentation…
PRESENTATION DATE: 26.04.2002