Since a brand, like a person, can generally be described with human personality traits, brand personality studies might follow a lexical approach or a lexical hypothesis, which suggests that personality differences tend to become encoded in human personality traits (azoulay and kapferer, 2003, caprara et al, 2001, goldberg, 1990. The brand personality should be infused into naming, website design, logos, and all types of business identity material to reinforce the connection fortunately, you don’t have to conduct a research study to uncover all the possible traits and personalities that exist to describe brands. Unlocking key traits for success and value every brand has a personality it’s part of how consumers perceive the brand and how the brand differentiates itself from the competition. Researchers have shown that brand personality can influence the perceived brand quality, the attitude to a brand, the trust in the brand, future buying intentions, and attachment and commitment to a brand (louis & lombart, 2010.
Brand personality just like people have their rational, analytical side and their emotional side, so do brands when we first meet someone, all the visual and behavioral cues that we experience give us an impression of their personality. If your brand was a person, how would you describe its personality to someone at this point, also talk about how you would describe your competitors as people, too is one of your competitors the class bully. Brand personality is a set of emotional and associative characteristics connected to a company or brand name these things shape how people feel about and interact with a company. Discover your brand personality humans are built for connection we tend to personify things, including brands as a business or brand, leveraging your brand’s personality is the best way to create a connection that speaks to your target audience.
Brand personality actually derives from consumer personality and consists of 5 key personality traits we talked about these in an earlier post on using facebook to learn about consumer personalities. A brand’s personality is derived from keywords that best describe your brand’s character as if your brand was a person you think about how your brand wants to be perceived by your target audience – how it wants to make them feel. Abstract brand personality has been defined as the human characteristics or traits that can be attributed to a brand corporate brand personality is a form of brand personality specific to a corporate brand.
The brand personality scale most widely used to-date was developed by jennifer aaker (1997 ), who identified five possible dimensions or ˝sets of human characteristics associated with a brand ˛ (p. Brand personality is a set of human characteristics that are attributed to a brand name a brand personality is something to which the consumer can relate an effective brand increases its brand. Name sincerity excitement competence sophistication ruggedness dimension table 2 five dimensions of brand personality traits with highest item-to-total correlations. The luxury brand personality traits the focus of brand differentiation is shifting increasingly to symbolic benefits (kapferer 2008, p 173) mainly because of changing market conditions and consumer preferences. Brand personality refers to the brand personification it is the set of human traits/characteristics assigned to the brand it is the set of human traits/characteristics assigned to the brand a brand personality comes into existence when human like adjectives like unique, caring, funny, trustworthy, creative, straightforward, dishonest, rebel.
Brand building is the deliberate and skillful application of effort to create a desired perception in someone else’s mind” let’s explore the common characteristics of successful brands, so. A brand’s personality is formally defined as “a set of human characteristics associated with the name of a product, service or company,” but that’s just fancy brandspeak for “adjectives used to describe a brand. Ub, like an individual, has a personality with defined traits when you craft content with these traits in mind, and draw guidance from our messaging map, you will embed the ub brand voice in our communications. It seems that brand personality takes on an entirely different form of advertisement that portrays the company in a strategic way that can change the minds of consumers, when one might have portrayed the company in a different light.
Supporting the key personality traits of the brand: caring, real, innovative, straightforward, and optimistic activity- and/or product-focused. Brand personality is the specific mix of human traits that may be attributed to a particular brand traits that have been associated with brand personality are sincerity, excitement, competence, sophistication, and ruggedness. Professor jennifer aaker came up with a list of brand personality dimensions and traits that can help us define our own brand’s humane characteristics i’ve collected 7 examples of brands that have built incredible personalities based on one or more of these traits.