The document discusses brand personality, which is the expression of core values and human traits that differentiate a brand. It provides examples of brand personalities such as sincere for Peter England shirts and ruggedness for Mahindra Scorpio. Creating an effective brand personality involves defining the target audience and building a consumer personality profile to match the product personality. Advertising helps establish brand personality through elements like celebrity endorsers, user imagery, and creative execution. Corporate brand personality reflects the values, actions, and words of a company's employees.

1. By –Pankaj Kumar Department Of Management Studies Pondicherry University

13. Types of Brand Personalities

16. Company A Company B Sophisticated Easy going Arrogant Modest Efficient Helpful Self-centered Caring Distant Approachable Disinterested Interested

27. Collaborative Compassionate Disciplined Agile Passionate Creative “ Body” “ Heart” “ Mind” The company must be passionate about serving its customers and competing in the market and must have compassion for employees, stakeholders, and members of the communities in which it operates. A successful company must be creative in its approach to serving its customers and winning in the market, while also adopting a disciplined approach that ensures appropriate and consistent actions across the organization. The successful company must possess the agility to profitably react to changes in the market and also employ a collaborative approach that ensures it works well together inside and outside the company toward common goals.

28. Thank You