BRAND PERSONALITY

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

Sincerity

Competence

Ruggedness

Excitement

Sophistication

Born in 1967 California

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

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

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

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