Brand Personality

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BRAND PERSONALITY

DISTINTION

Brand personality must be differentiated from brand image, in sense that, while brand image denote the tangible (physical and functional) benefits and attributes of a brand, brand personality indicates emotional associations of the brand

BRAND

Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors

RELATIVE IDENTIFICATION

suggests that people can get to identify with a social entity without having ever interacted directly with said entity

AUTHOR

Jennifer Aaker

is an American social psychologist, author and General Atlantic Professor of Marketing at Stanford Graduate School of Business.

Born in 1967 California

DIMENSIONS

Sophistication

Excitement

Ruggedness

Competence

Sincerity

DEFINITION

It means assigning human personality traits to a brand so as to achive differentiation in the market.