Professional Documents
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Brand Personality
Brand Personality
Brand Personality?
a
how
Gender,
SOME EXAMPLES
MASCULINE
FEMININE
YOUNGER
BUSINESS
TRENDIER
OLD FASHIONED
like human personality, is both distinctive and enduring. built over a period of time. the outcome of all the consumers experiences with the brand. In consumers mind, these impressions merge to form an overall concept of what to expect from brand
SYMBOLS
BRAND AMBASSADORS
Feelings
There can be a set of feelings and emotions attached to a brand personality, just as there are to a person. The use of such brands can cause feelings and emotions to emerge.
The Brand as a Badge A brand could serve as a consumers personal statement. Cars, cosmetics, apparels lend themselves to personality expression because their use occurs in a social context with relatively high involvement
The ultimate personality expression occurs when a brand becomes an extension or an integral part of the self. The potential to create this oneness with some people can represent a significant opportunity for a brand.
A brand personality can help a brand in several ways: It can provide a vehicle for customers to express their own identity. A brand personality metaphor helps suggests the kind of relationship that customer has with brand. Brand personalities serve to represent and cue functional benefits and product attributes well. Importantly, brand personality is often a sustainable point of differentiation Sustainable because it is very difficult to copy a personality.