Professional Documents
Culture Documents
Brand Personality
The style and attitude that a brand
conveys, much like a human
personality.
MASCULINE
Brand Personality: Gender Differentiation
FEMININE
Brand Personality: Age Differentiation
YOUNGER
Brand Personality: Age Differentiation
OLDER
Brand Personality: Emotional Differentiation
CONFORMING
Brand Personality: Emotional Differentiation
IRREVERENT
Brand Personality: Socio-
economic Differentiation
TRENDIER
OLD FASHIONED
How to create Brand Personality?
SPONSORSHIPS
SYMBOLS can be controlled and
can have extremely strong associations.
BRAND
AMBASSADORS
Ray Ban
BRAND
AMBASSADORS
Nike
HOW BRAND HELPS EXPRESS
PERSONALITY?
themselves to personality
expression because their use
occurs in a social context with
relatively high involvement
Variables of Brand Personality
Sincerity
Down-To-Earth: Family Oriented, Blue color
Package or Feature
High Price
Brand Attributes
Color: Personality Association
Black Formal