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BRAND PERSONALITY

Pentascopio® is an original interpretative instrument created by Teseo to study Brand Personality. 

 

This model is based on the psychological theory of “Big five” and describes clearly and explicitly the primary traits of a brand image.

The use of Pentascopio helps us to compare different brand and to analyze the experiences of a particular target.

 

Like the theory of “Big five”, also Pentascopio identify five primary traits (structural traits) at the root of personal brand’s image: Energy, Emotional stability, Responsibility, Friendly and Openness of mind. These 5 factors are called Structural axes.



Energy

This first factor represents the level of potential strength or power given to the brand by the consumer. The structural axe "Energy" offers a synthetic index of brand's dynamism and strength, both in symbolic and emotional  way. "Energy" Polarization identifies two opposite tendencies: one with introverted direction, where the energetic impulse is weak and self-oriented; one with an extroverted direction, where the brand image is powerful and this strength is externally oriented.

 

Emotional stability

This axe represents how much the consumer perceives the brand emotional behaviour, as steady and predictable. It shows the reliability  of the brand and its products from the consumer’s point of view (without fears and worries). Polarization identifies two opposite situations: brand with strong emotional reactivity and brand especially stable.

 

Responsibility

In the model  this axe explains if the consumer considers a brand able to reach and maintain its objectives (how and how much). Even the brand’s political and social choices influence the consumer’s opinion. In this sense, “Responsibility” is a quantitative and qualitative indicator of the brand consciousness and its social responsibility. The point scale identifies a egocentric responsibility and an altruistic one. 

 

Friendly

The “Friendly” factor contains many meanings that normally indicate friendship and adds others with a different emotional impact. In this axes we can find active feelings, like nearness, care, support, help etc. and more passive feelings, like loneliness, reliance and defence removal. The point identifies two brand types: a compensatory one and a collaborative one.     

 

Openess of mind

The last factor of the model is “Openness of Mind”, that indicates how much the brand is oriented towards immaterial and expressive elements, or rather original and different (brand’s sensibility and dynamism). This data represents the consumer’s expectation about the near future of the firm: the credit given to the company must result in concrete and immediate actions.     

 

 

 

 

 

 

 

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