Brand personality refers to the human traits associated with a brand, influencing how consumers perceive and engage with it based on their experiences. It can be developed through various means such as sponsorships and symbols, allowing brands to become integrated parts of consumers' identities. A distinct brand personality not only helps customers express their identity but also serves as a sustainable differentiator in the marketplace.

1. Brand Personality

2. Brand Personality?
a set of human characteristics
associated with a brand
 how the brand behaves
 Gender, age, socio-economic
class, psychographic, emotional
characteristics.

3. SOME EXAMPLES…
MASCULINE FEMININE

4. YOUNGER
OLDER

5. TRENDIER
OLD FASHIONED

6. IRREVERENT
CONFORMING

7.  like human personality, is both distinctive and
enduring.
 built over a period of time.
 the outcome of all the consumer’s experiences
with the brand.
 In consumer’s mind, these impressions merge to
form an overall concept of what to expect from
brand

8. How to create Brand
Personality?
SPONSORSHIPS

9. SYMBOLS can be controlled and can
have extremely strong associations.

10. BRAND AMBASSADORS

11. HOW BRAND HELPS EXPRESS PERSONALITY?
Feelings Engendered by Brand Personality
There can be a set of feelings and emotions attached to a
brand personality, just as there are to a person. The use of
such brands can cause feelings and emotions to emerge.

14. HOW BRAND HELPS EXPRESS PERSONALITY?
The Brand as a Badge
 A brand could ser ve as a consumer’s
personal statement.
 Cars, cosmetics, apparels lend
themselves to personality expression
because their use occurs in a social
context with relatively high
involvement

15. The Brand Becomes Part of the Self
 The ultimate personality expression occurs
when a brand becomes an extension or an
integral par t of the self.
 The potential to create this oneness with
some people can represent a significant
oppor tunity for a brand.

18.  A brand personality can help a brand in several ways:
◦ It can provide a vehicle for customers to express their own
identity.
◦ A brand personality metaphor helps suggests the kind of
relationship that customer has with brand.
◦ Brand personalities serve to represent and cue functional benefits
and product attributes well.
 Importantly, brand personality is often a sustainable point of
differentiation
◦ Sustainable because it is very difficult to copy a personality.