SWOCC’s Brand personality dimensions

Emilie van den Berge, Edith Smit and Giep Franzen

A brand's 'personality' is derived from people associated with a brand, as well as via product-related attributes such as brand name, logo, communication style and price.

SWOCC's Brand personality dimensions

Emilie van den Berge, Edith Smit & Giep Franzen

One of many components of brand attributes is brand personality. Brand personality characteristics are derived directly from people associated with a brand, as well as indirectly via product-related attributes such as brand name, logo, communication style, price, and information: the result is brand personality. Brand personality is defined as a set of personality characteristics associated with a brand compared with other brands. SWOCC carried out a brand personality project, which resulted in a measurement scale for brand personality.

SWOCC's brand personality dimensions are...

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