Brand Personality

A person or a group of people have a buying behavior and own decision to buy products
according to their preference. People have different taste to their brands. Brands also have
personalities which people can buy the products connecting with personalities. A brand
personality is the specific mix of human traits which can linked to specific brand. In addition,
there five brand personality traits, such as sincerity, excitement, competence, sophistication and
ruggedness (Armstrong et al. 2017, p 140).
Sincerity
The brand personality is brand sincerity which contains such as, genuine, honest, wholesome
and cheerful come to our mind when believing of the traits connected from this dimension.
(Dawes et al. 2018). For example, Michelin’s global brand ambassador help to find truth in the
quality of the brand personality.
Excitement
The brand personality is brand excitement which include playful, daring, imaginative and
spirited. (Dawes et al. 2018). For example, Mr. Whipple of Charmin introduces in 2004 super
bowl commercial in this always playful and sometimes daring brand character in this brand.
Taking this brand so excitement.
Competence.
The brand personality is brand competence which contains intelligence, success, reliability and
expertise. (Dawes et al. 2018). For example, Dennis Haysbert brand character is their traditional
and campaigns on the brand.
Sophistication
The brand personality is brand sophistication which contains charming, refined, elegant and
poise. (Dawes et al. 2018). For example, Dos Equis began marketing this brand personality in
2006 brand awareness and sales soared.
Ruggedness
The brand dimension of brand personality is brand ruggedness which contains, powerful,
forceful, potent and outdoorsy in this dimension (Dawes et al. 2018).