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Brand Personality
Do you know that brands we can observe people? If you look closely, you can assign some human characteristics to brands.
In this lesson, we will learn about:
- what is the personality of the brand
- five basic personalities that are part of the framework
Brand personality
Brand personality is a set of characteristics and attributes that describe people can also be used to describe a brand, which is in fact a brand personality. Customers identify with the characteristics of the brand and brands increase their equity by possessing a consistent set of features that a particular group of users enjoys. Brand Personality should be distinguished from Imagery. Imagery is a series of creative assets that explains the benefits of a brand and what it represents while a personality directly creates an emotional association with a brand.
Brand Personality Framework
Source: Pexels
A set of characteristics and attributes that describe people can also be used to describe a brand, which is in fact a brand personality. Customers identify with the characteristics of the brand and brands increase their equity by possessing a consistent set of features that a particular group of users enjoys.
- Sincerity represents a down-to-earth, honest, wholesome, and cheerful attitude (Keller, 2013).
- Excitement represents daring, spirited, imaginative, and up-to-date attributes (Keller, 2013).
- Competence represents reliable, intelligent, successful, and hard-working attributes (Keller, 2013).
- Sophistication represents upper-class, charming, glamorous, and feminine attributes (Keller, 2013).
- Ruggedness represents outdoorsy, tough, masculine, and western attributes (Keller, 2013).
For your brand, you could combine some of these attributes to create personality.
Conclusions
This is just one piece of the puzzle that represents brand creation.
Video and PDF presentationClick to collapse
The following video explains the content of this lesson and shows some examples:
Video T2.L3. Brand Personality
Here you have the content of the video in pdf in case you need to use it in your classroom:
Lesson contents in PDFClick to collapse
Here you have the contents of the lesson in PDF: