Case Study: Creating Brand Character

We worked with a global household appliance manufacturer to measure brand personality and recommend relevant, differentiating positioning for their portfolio. Our aim was to inform brand strategy by developing a framework that understood both consumers and brands.

Our approach

We used our brand personality framework OCEAN~Brandscape to map household appliances and other major product categories in 21 countries. This allowed us to understand:

• The personality of the household appliance category in relation to other categories. This helped us identify existing boundaries and the degree to which the client’s brand could “stretch” into other territories.
• The relationship between different household appliance brands’ personalities. By linking personality with brand strength metrics we could identify brand profiles that were differentiated and motivating to consumers.

By measuring the personality of individuals, we established the relationship between people and brands and confirmed that the brand was targeting the correct segment.

Informing brand strategy

The study has provided a new angle on brand management and was used to inform strategy for each of our client’s main brands. It is also used as one of the main evaluation criteria for determining the success of marketing communications.