Brand

Personality
QASIM BOKHARI
CB529176
 Brand personality is a set of human characteristics that are
attributed to a brand name, In simple terms, it refers to
brand personification

 It comprises of tone, voice, associations, and all elements

that make an individual unique and establish identity

 The brand personality is how the brands show up and acts in

front of the customers

 The concept of brand personality is best understood when

we imagine the brand to be a person. How would that
person speak? How would s/he behave in certain situations?
How does s/he dress up?
 Brand Personality

 Consumers can develop a favourable attitude towards a brand when buying or re-buying a product.

 If the image of the brand is perceived to be similar to the consumer’s self image then this can be a deciding factor
in the purchase act.

 Studies have shown the connection of brand personality and brand loyalty has an affect on brand preference and
purchase intention.

 Brand loyalty develops when the brand matches the personality or self image of the consumer.

 A brand can offer the consumer gratifying and unique benefits.

 Brand Personality Creation

 It is important for marketers to manage brand personalities effectively as brand personalities affect consumer-
brand relationship and attitude related to the brand positively or negatively.

 Human personality traits are from individual behaviour, physical characteristics, attitudes and beliefs and
demographics. Whereas brand personality can be created from both product related factors such as
packaging, price and physical attributes and factors not related to the product such as the consumers
experience marketing activities, symbols and word of mouth.

 A brand personality is a hypothetical concept created by the consumer formulated by brand contact
experienced by the consumer who encounters the brands.

 Brands can be associated with different personality traits in the mind of the consumer. Sincerity Excitement
Competence Sophistication and Ruggedness
Brand Personality Framework

Jennifer Aaker, a behavioral

psychologist and Stanford professor,
defined a framework in 1997 which
divided the personality into five
dimensions, each containing a set of
facets.
Examples of Brand and their Personality
Examples of Brand and their Personality
Examples of Brand Personality

Each renowned Brand has a

distinct personality
Nike
Since the 1980s, Nike has been endorsing the very best athletes
across a wide variety of sports, portraying that their persona is
exciting, provocative, cool, rugged, innovative and durable. Their
marketing slogan ‘Just Do It’ relates to everyone and offers a
sense of confidence when any of their garments are worn
McDonald’s

When it comes to fast food chains, it’s harder to build a strong

brand personality, but the one restaurant that stands out from
the crowd is McDonald’s. Having established themselves as a
family-friendly place, the fast-food chain has gained a few traits
for itself, including convenient, quick, clean and simple.
Sincerity:

Olpers “Sach ka safar” promises healthy and fresh milk for the whole
family

Excitement:

Olper’s keeps itself alive in the minds of consumers by celebrating special

days.

Sincerity:
Olpers “Sach ka safar” promises healthy and fresh milk for the whole
family

Certainly, Engro’s Olpers milk brand in a period of 10 years has surpassed

40 years of Nestle’s MilkPak, leaving the latter behind in the competition
 Having a brand personality is important because it makes it easier for
people to identify with your product or service. If people like what
your brand stands for, the better the chances they will like your
products. Hence it is important to create the right personality and
persona for your brand upon which the brand’s success will be built.

Own Point of View Personality is particularly important when you have a bunch of
competitors.

Whatever the Brand personality may be, it should align well with
business values and the other elements of your brand, such as
identity, image, positioning, and voice.
 The impact of brand personality on consumer behavior: the role of brand
love

Authors : Cristela Maia Bairrada, Arnaldo Coelho, Viktoriya Lizanets

Recent Journal of Fashion Marketing and Management 

Research
Functional brand qualities and perceived value: The mediating role of
brand experience and brand personality

Authors: Filipe J. F. Coelho | Cristela M. Bairrada | Arnaldo F. de Matos

Coelho
 Purpose – The purpose of this paper is to analyze the influences of brand personality on
consumer behavior, with a special emphasis on the brand love concept. The aim is to expand
upon existing literature in the field of branding, investigating the relationship between brand
love and brand personality through experiential approaches to consumer behavior.

Design/methodology/approach – The conceptual model and the analysis of related

The Impact of brand

hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data
were collected using an online survey and the data analysis was done using the structural
equations modeling.

personality on Practical implications – This investigation provides evidence of the major impacts of both
brand personality and brand love, showing how they combine to boost relevant outcomes like
consumer behavior brand loyalty, WOW, willingness to pay more, resistance to negative information, self-
disclosure or active engagement.

limitations/implications – This study has some methodological limitation affecting its potential
contributions. This investigation has a cross-sectional nature and only tested a few variables as
consequences of brand personality.

Findings – The results show that brand personality has a positive and significant impact on
brand love, resistance to negative information and self-disclosure and brand love has a positive
and significant impact on brand loyalty, word-of-mouth, resistance to negative information,
willingness to pay more, self-disclosure and active engagement.
 Purpose – This study aims to overcome this gap by postulating that two key functional brand
qualities, quality and innovativeness, help shape brand experience and personality, which, we
predict, contribute to perceived value.

Functional brand Design/methodology/approach – Tested the research hypotheses relying on AMOS (IBM
SPSS AMOS version 25). Two markedly different samples, varying in age, income, and cultural
qualities and perceived background, which provides insights into the generalizability of the predictions in the model.

value: The mediating Practical implications – Paper makes two contributions to the existing literature. The pursuit
role of brand of this study avenue will generate relevant insights to help managers understand how they can
build brand experience and an intended brand personality, resulting in a greater value offer to

experience and brand consumers

personality limitations/implications – The data also come from a single source, which provided a self‐
report on the dependent and independent variables, raising the issue of common method bias. A
number of statistical procedures were adopted, which suggested that CMV is not a major concern.

Findings – Paper propose that functional qualities, namely brand quality and brand

innovativeness, help shape brand experience and brand personality. Paper also propose that 
brand experience and brand personality help in carrying out the effects of brand innovativeness
and quality on perceived value. firms can stimulate consumers’ perceptions of the degree of
excellence of their brands by innovating, namely by introducing novel features and improving
existing ones.
The End