what is brand personality

8/2/2019 What is Brand Personality

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What is Brand Personality ?

Brand personality is the way a brand speaks andbehaves. It means assigning human personalitytraits/characteristics to a brand so as to achievedifferentiation.

These characteristics signify brand behaviour throughboth individuals representing the brand (i.e. its

employees) as well as through advertising, packaging,etc. When brand image or brand identity is expressedin terms of human traits, it is called brand personality.


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For instance -Allen Solleybrand speaks thepersonality and makes the individual who wears itstand apart from the crowd. Infosys representsuniqueness, value, and intellectualism.


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Brand personality is nothing but personification of brand.

A brand is expressed either as a personality who embodies

these personality traits

(For instance - Shahrukh Khan and Airtel, John Abrahamand Castrol) or distinct personality traits

(For instance - Dove as honest, feminist and optimist;Hewlett Packard brand represents accomplishment,competency and influence). Brand personality is the resultof all the consumers experiences with the brand. It isunique and long lasting.


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Brand personality must be

differentiated from brand image in sense that, while brand image denote the tangible(physical and functional) benefits and attributes of abrand,

brand personality indicates emotional associations of thebrand. If brand image is comprehensive brand according toconsumers opinion,

brand personality is that aspect of comprehensive brandwhich generates its emotional character and associationsin consumers mind.


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differentiated from brand image Brand personality develops brand equity. It sets the brandattitude. It is a key input into the look and feel of anycommunication or marketing activity by the brand. It helps ingaining thorough knowledge of customers feelings about the

brand.

Brand personality differentiates among brands specifically whenthey are alike in many attributes. For instance - Sony versusPanasonic.

Brand personality is used to make the brand strategy lively, i.e, toimplement brand strategy. Brand personality indicates the kindof relationship a customer has with the brand. It is a means by

which a customer communicates his own identity.


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differentiated from brand image Brand personality and celebrity should supplement

each other. Trustworthy celebrity ensures immediateawareness, acceptability and optimism towards thebrand. This will influence consumers purchasedecision and also create brand loyalty.

For instance - Bollywood actress Priyanka Chopra isbrand ambassador for J.Hampstead, international lineof premium shirts.


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differentiated from brand image Brand personality not only includes the personality

features/characteristics, but also the demographicfeatures like age, gender or class and psychographicfeatures. Personality traits are what the brand existsfor.

what is brand personality

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