about brand personality
Researchers and practitioners agree that brands, like people, have personalities.1 Put simply, brand personality is "the set of human characteristics associated with a brand."2 Created based on scholarly brand personality research, Brand Who? is a tool to help clients and students understand the concept and value of imbibing a brand with personality.
A brand's personality is created through a wide range of factors, both related to the product (such as product category, package, price and attributes) and unrelated to the product (such as user imagery, sponsorship, symbol, age, ad style, country of origin, company image, CEO and celebrity endorsers).3
Creating a distinctive personality is one way brands can differentiate themselves from the competition.4 In fact, brand personality can lead to more unique, strong and congruent brand associations – a phenomenon scholars have dubbed the brand personality effect.5 In today's crowded marketplace, the ability to differentiate your brand can be the difference between success and failure, making brand personality a valuable asset.
In addition to differentiation, brand personality can also sway consumer preferences and play a key role as customers decide whether a particular brand is the one for them.6 Consumers tend to prefer products with personalities similar to their own and often use brands as a means of self expression.7 Some consumers even form relationships with their brands – a concept scholars call brand love.8
References: [1]Biel, 1993; D. Aaker, 1996; J. Aaker, 1997; Plummer, 2000; Ramaseshan & Tsao, 2007 [2]J. Aaker,1997, p. 347 [3]D. Aaker,1996 [4]D. Aaker, 1996; Freling & Forbes, 2005; Park, Jaworski & Maclnnis, 1986; Ramaseshan & Tsao, 2007 [5]Freling & Forbes, 2005 [6]J. Aaker, 1999; Plummer, 2000 [7]D. Aaker, 1996; Govers & Schoormans, 2005; J. Aaker, 1997 & 1999; McCraken, 1989; Sirgy, 1982 [8] Carroll & Ahuvia, 2006; D. Aaker, 1996; Whang, Allen, Sahoury & Zhang, 2004
