Copyright: © 2018 |Pages: 34
DOI: 10.4018/978-1-5225-3448-8.ch008


Everyone has their own way of doing things. A person's ways of doing something and psychological characteristics makes them unique, and this is the case even in non-human brand characters such as the Bibendum. Personality is our ways of doing something; it identifies us and describes who we are. Personality consists of individual patterns of thought, emotion, and behavior. Marketing's main goal is to understand and predict consumer behavior. To understand consumer personality means to understand consumer behavior patterns and to develop the more appropriate strategies for them. This chapter explains the nature of personality, personality theories, and the relationship between personality and consumer behavior.
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Opening Case

BIBENDUM: A Century Old Personality

Michelin Man is happy-go-lucky, cheerful brand character. It is nearly impossible not to like this roly-poly, sporty figure. Michelin is a century-old company, and Bibendum has been the main symbol of Michelin’s marketing communications. Bibendum is Michelin’s global brand ambassador for a long time. If we think his longevity and consistency during this time, we can understand his success to solidify the brand’s personality with qualities of being genuine and lighthearted (Kawamoto, 2014).

Michelin man idea was created by Édouard Michelin when he was at the Lyon Universal Exhibition in 1894. He saw a bunch of tire on their stand, and he thought that they look like a human body. André Michelin remembered this moment four years later, years later. In 1898, André met French cartoonist Marius Rossillon, popularly known as O’Galop, and told his idea about Bibendum, and described nearly all detail in his mind about the ad. In the ad, there was a “bearded giant raising his beer mug with a man made of a pile of tires and holding a cup filled with nails and broken glass, and saying The Latin quotation from Horace, “Nunc est Bibendum” (now it is time to drink)” (Logodesignlove, 2012)

André Michelin launched a slogan is that “Cheers, the Michelin tire drinks up obstacles!” In the 1930s an animated cartoon was created to show the Birth of Bibendum. After the Michelin Man had born, he began to play a major role for the company. He was presented the brand’s worldwide ambassador who is advised and assisted motorists (Michelinmedia, 2012).

Michelin Man wrote a monthly review in the Agenzia dei Italia Pneumatici and was sent its customers by post. It’s fun but the educational format of the “Michelin Mondays,” the Michelin Man wrote a column, sharing clever details about attending balls, flirting with ladies and living the high life like as a person. Michelin man gained a big acceptance in 1900; Italians accepted the character such as a hero (from 1907 to 1915). From the 1930s ahead, Michelin has used just himself as a brand ambassador. As a result, images of the Michelin Man became more standardized, a unique symbol of Michelin.

Adapting the changing world Michelin Man rings became thicker, and the character dropped his wealthy image to move closer to a broader customer base. The character’s sportive nature is often symbolized through this famous attitude of the racing Michelin Man (Logodesignlove, 2012).

In 1998 company gave him a new appearance. The 21st-century Michelin Man has slimmed down and is even a touch macho-looking.

Today, more than a century, Bibendum is known all over the world, he is with us in the 21st century, as famous as before, and happily keep going to communicate with their target markets (Sinclair, 2014).


Personality Definition And Characteristics

Personality identifies us in public; it is an indicator that differentiates us from others. We say, “He is outgoing and kind” or “She is determined” when talking about someone. As seen, we utilize personality of a person to describe him or her. Because personality consists of cognitions (thoughts), affects (emotions), and behaviors then give direction and form to the person’s life. Personality is the “set of emotional qualities, ways of behaving, that makes a person different from other people” according to the Merriam dictionary (2017).

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