Brand personality

This article looks at the consistent impact on consumers of "brand personality", defined as the kind of behaviour consumers expect from a brand and how they believe the brand will interact with them.

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...

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