According to the brilliant work of John Gray (2004), men and women seem to come from different planets. They are biologically similar, they use the same words but their codes of behavior, their language (what they want to express with their words) and their existential values are different. This fact leads to miscommunication, incomprehension and, what is worse, to the misinterpretation of words or behaviors that end up extinguishing the relationship. Followers of this blog will also learn about the idea we developed about the connections between planets and brands.

As I argued some time ago here, brands are relationships and experiences, and as such, each of us chooses who we want to relate to and what kind of relationship we expect. And it is along these lines that brands must choose who they are, who they are targeting, and how they are expected to behave.

For a long time now, we have found products for men and products for women on the market , sometimes even their functions being practically the same. Many brands have built their personality based on the audience they are targeting, but fewer are the ones that have configured a personality with a defined gender based on how they want to behave, regardless of who their customers are.

On the other hand, in an androcentric culture like ours, the historical heritage we receive cannot go unnoticed. Today it is still more acceptable for a woman to behave like a man than vice versa. Is it the same with brands?

sex-branderstand-body brands

There are many factors that influence a brand’s gender and projected age. From its own name, the products it covers, its tone and style… Few are those that have achieved a transformation of their essence. Originally , Marlboro was considered a brand for women and it wasn’t until the creation of the “Marlboro Man” that the brand achieved a transformation. But did the audience change or did the brand’s personality change?

Some studies have already shown that people like to identify a gender, male or female in brands; and those who defend their role well gain in perception of value. Gender is an important element when defining a brand’s personality, but it is not the only one. Age is another relevant variable for the construction of Brand Equity. Is banking mature or young? Does thinking about longevity imply being old? Again, it is not in behavior that the projected age is defined. It is curious to think how the longest-lived brands, such as Coca-Cola, have managed to stay young, even far ahead of others that were born much later.

If we are able to calibrate the variables of gender and age, it will be much easier to understand the DNA of the brand and thus improve its competitive advantage in the market.

With the aim of answering all these questions, and others, Branward and with the collaboration of Ikerfel, Institute for Market Research and Strategic Marketing, has carried out the “
1st study on gender, age and brand valuation in Spain
“. An essential report to take into account in any brand building process.

Find out all about the First Report on Gender, Age and Brand Valuation in Spain and download the full report here.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock