- NIKE
NIKE has been a leading sportswear company for long. But have you thought about the reason why it can be such successful? One of the reason that they can stay at the top of the industry is having their brand persona well-defined.
NIKE perceived itself as an athletic, innovative, professional and cool company. The company features with a number of best athletes around the world to consolidate their brand persona. People may believe wearing NIKE products may perform as well as the sports stars. Also, their catchy brand tagline “Just Do It" is deep in the hearts of people. It is not only a slogan for advertising, it’s much more than that. It presents an image of confident and energetic and build the brand image into consumers’ mind. Having clear brand personality helps spark brand loyalty from customers.
2. The Walt Disney Company
“Welcome to the magical world of Disney!" Every time you went to Disneyland, you must at least hear this once. What Disney wants to achieve when they are saying this?
Disney is dedicated to bring happiness to visitors from all ages. In the past 60 years, the company has been trying hard to communicate the idea that Disneyland is the “happiest place on earth". They keeps building their personality of being caring, warm, family friendly, imaginative and customer-oriented.
When people mention Disney these days, wordings like “happiness" or “warm" come up to their minds. That means Disney has already successfully linked the company with the personality that they want to present, and at the same time formed emotional attachment with their customers.
3. Rolex
After watching this Rolex advertisement, how do you think about the brand? What are the brand personas that you discover in the video?
Rolex is a well-known Swiss luxury watch manufacturer that I believe most of you may be familiar with it. The TV commercial shown above is a great example to tell how the brand communicate their brand personality.
The clips that are used in the ad is from the movie The Great Gatsby. In the movie, the role of Leonardo DiCaprio is called Jay Gatsby, who is a famous millionaire who always hosts wild parties at his house. Rolex used clips from the movie and the image of the character to emphasis that Rolex is a prestigious brand with a sophisticated, high-end, elegant, historical and timeless brand persona. I do think that it is absolutely an out-standing TV ad in delivering brand personality to the customers. That’s why I would like to share this with you!
#BrandPersona #NIKe #WaltDisney #Rolex #Communication #BrandMarketing
References:
https://mcallistermarketing.com/the-importance-of-brand-personality/ https://www.careeraddict.com/12-examples-of-brand-personality-to-inspire-you https://medium.com/@emily.sherwood/disneyland-s-brand-personality-6e3fb4138c01
Stephanie's Study Blog 