A consumer can identify himself in relation to a brand based on the congruency between his own personality and the personality characteristics attributed to the brand.
Brand personality is a concept within the field of relational marketing and is defined as a set of human characteristics associated to a brand.
According to Eliott (R. Elliott, “Existential consumption and irrational desire,” European Journal of Marketing, vol. 31, no. 3/4, pp. 285-296, 1997.), consumers do not buy consumer products for their material utilities but consume the symbolic meaning of those products as portrayed in their images.
3 important ways in which a brand personality functions for users:
- 1.As a vehicle to express functional benefits of a brand.
- 2.As a reflective symbol of the self of the consumer.
- 3.As a medium to establish consumer-brand relationship.
After knowing the effects of brand personality for the users, next step is to decide brand personality. Generally, it can be the characteristics which a brand has or the brand aims to have or maybe a mix of both. As a product is always evolving just like humans the personalities also evolve with time.
In both the cases the personality for a brand comes from the product and the characteristics of the kind of users the product is made for. These two things go hand-in-hand as an ideal product has the same values as per the target user base.
So keeping these points in mind, Zoomcar when communicates with it's user wants to always ensure that, the product is: