Understanding your brand

The identity of the brand I'm studying (Yellow Pages) can be divided into four parts - personality, heritage, values and essence.
The personality of the brand is trust-worthy, reliable but also old-fashioned. In the advert, the protagonist turns to the Yellow Pages for help and asks someone to 'save his life'. It shows that the product is very helpful to anyone in an emergency and a feeling of no failure is conveyed. However, as the settings of the advert is not the present, it could emphasise the fact that Yellow Pages is old and traditional, yet still helpful to us. Moreover, the product looks heavy and big and it could show its reliability by showing how much information it contains. Furthermore, the yellow colour of the product conveys that it's energetic, just like the protagonist when he jumps above the obstacles in his living room to get the Yellow Pages.
Traditional and simple could be its heritage because the advert is set in the 1980s and also the costumes of the characters suggest that it is not in the present. It emphasises the fact that the brand was created years ago and the product is still available and used often now. This shows that even though the brand is old, it could show its matureness and how people trust it throughout the years. Therefore, timelessness is also one of the brand's heritages. The music used is fast and comedic which keeps up with the rhythm of the story and also shows timelessness as it suggests time passing. Also, it reinforces the energetic personality of the brand.
The brand puts emphasis on its quality and efficiency as in the advert, the protagonist finds the number he needs almost immediately after he opens the Yellow Pages without much effort and his 'rescue team' arrives in no time. This shows that the product provides high quality and quick services, which the costumers can feel secured about. Also, the advert mentions about the protagonist's family. It could be one of the values of the brand because the protagonist wants to fix everything before his parents come back to avoid arguments and fights between them. Hence, family might be a theme in this advert and for the brand, as everyone in the family could use the Yellow Pages in ease.
The hard benefits of the brand would be providing help whenever it is needed and the services are efficient and affordable, whereas the emotional benefits could be the owner feeling safe and secured when owning the product as they know that it is handy and helpful to them.