Brand personality research goes online

Joseph Plummer and Ping-yi Lee

Brand personality, initially explored by J. Plummer (1985) and later studied by J.

Brand Personality Research Goes Online

Joseph PlummerMcCann-WorldGroup, United States

Ping-yi LeeMcCann-WorldGroup, United States

INTRODUCTION

Interbrand recently published their top 100 global brands and Disney, a financially challenged brand, was ranked sixth, greatly surpassing Nokia, Citibank and Pfizer. In an increasingly commoditized world, brand value and worth is created by intangibles (brand meaning and personality) as much as its tangibles (products, distributions, sales, etc).

The largest opportunity for marketers is to fully understand what brands mean to consumers and evolve the brands to stay connected with the changing market. Many research tools and techniques were created to probe brand...

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