Know-How Exchange : Student Questions

Hi siddharth4379,

Here’s case study for Band-Aid’s brand personality --

“How would you describe Band-Aid as a person? In the personage of Earle, he is the archetype personified as The Caregiver. He is nurturing, compassionate, caring of his wife and living a life of service to others. They are not merely Earle's traits as few customers will ever know Earle's story - they are now Band-Aid's traits. Band-Aid is The Caregiver.
The Band-Aid brand stands for the strong emotion of caring. The brand and caring emotion even extended themselves into popular culture in 1984. In that year, recording artists got together to fight an African famine crisis. The name they chose for this effort was Band Aid, a powerful confirmation of the brand's emotional connection.”
Source:
https://www.schraff.com/adv/helpdesk/brand_is.php

best of luck,
- Steve

Every brand has some personality -- its brand image, if you will. If there isn't an overt attempt to impart a personality (through advertising, promotion, publicity, packaging, etc.), then the image (or personality) is likely to be of a very bland, non-specific nature: "It just kind of 'there.'" (I know some people with this kind of personality too.)

The important thing to remember is that the "personality" exists in the minds of the audience -- usually the customer base. It is not something intrinsic to the product itself.

Really strong brands often have their personalities, or brand images, so skillfully intertwined with the product and package itself that it's hard to separate them. That's the goal for serious marketers when they create a brand. More often, we inherit existing brands and do our best to reverse engineer the brand image into the product, or vice versa.