The document discusses strategies for developing individual brand personalities in the entertainment industry. It reviews literature on brand personality and how consumers perceive brands as human-like entities. It then describes a qualitative study conducted through interviews with musicians to understand what matters to them and identify shared brand personality traits among them. The study found competence, excitement, sophistication, popularity and ruggedness to be important shared brand personality dimensions for musicians. The document suggests brand personality can help musicians develop competitive positioning strategies.

1. Brand Personalities with Real Personality: Strategies for Individual Brands and Branded Individuals in the Entertainment Industry Dr Stephen Dann Australian National University Bird Jensen Central Queensland University

5. 2 cups of literature

7. Components of Brand Personality Okazaki, (2006) only Aaker (1997) only Outdoorsy, tough Ruggedness Down to earth, honest, wholesome, cheerful Sincerity Likeable, glamorous Affection Popular, unique Popularity Rational trustworthy, presitgious upper class Charming Sophistication Sensual, assertive, humorous Daring, spirited, imaginative, up to date Excitement Secure, competitive, beneficial, Reliable, intelligence, successful Competence

11. 2tbsp of methodology and 500g of qualitative data analysis

16. Okazaki’s (2006) components Popularity Affection Sincerity

18. Aaker (1997) Sincerity Ruggedness

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