1. a) What is brand personality?
Brand personality can be defined as the set of human characteristics associated with a givenbrand. Such characteristics include: gender, age, socio-economic class, psychographic, emotionalcharacteristics, as well as classic human personality traits as warmth, concern and sentimentality.
b) Show how brand personality is created by using both
non product related characteristics.
Just as the perceived personality of a person is affected by nearly everything associated with thatperson-including his or her neighbourhood, friends, activities, clothes and manner of interacting-so too is a brand personality. Product related characteristics can be drivers of brand personality.
PRODUCT RELATED CHARACTERISTICS1. Product category (bank)
Product related characteristics can be primary drives of a brand personality. Even the productclass can affect the personality. For example; a bank or an insurance company will tend toassume a stereotypical “banker” personality i.e. competent, serious, masculine, older and upper-class. An athletic shoe like Nike or Reebok might tend to be rugged, outdoorsy, and adventurousas well as young and lively.
Package or Feature (gateway computers)
Package or feature also influence brand personality. For example, the pilsner lion symbolindicates the strength of the beer.
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