Brand personality is as if ‘making the brand come alive’. The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behavior through both prepared communication / packaging, etc. and through the people who represent the brand – its employees.
Brand personality is the way in which a brand speaks of its products or services shows what kind of person it would be if it were human. A brand without a personality has trouble gaining awareness and developing a relationship with customers.… Read the rest
