Brand personality
James RohdeJames A Rohde Consulting
Consumer behaviour toward a brand is affected by the brand personality, but the personality of the consumer is also a significant factor that brands must take into account.
Personality is a brand equity factor that is thrown around pretty easily; and while maybe not misused, it is used so often that it has lost a bit of its inherent meaning. With that in mind, I want to clarify what we're talking about since there are limits to what brand personality covers.
To start with, personality with regard to people is thought of...