Wednesday, February 22, 2012

Brand Personality - Definition


David A. Aaker
A brand personality can be defined as the set of human characteristics associated with a given brand. Thus it includes such characteristics as gender, age, and socioeconomic class, as well as such classic human personality traits such as warmth, concern, and sentimentality.
Building Strong Brands, Free Press, New York, 1996, p. 141.
Philip Kotler

The brand can project a certain personality. If the brand were a person, an animal, or an object, what would come to mind? Mercedes may suggest a nononsense boss (person), a reigning lion (animal), or an austere place (object). Sometimes it might take on the personality of an actual well-known persons or spokesperson.

Marketing Management, 9th Edition, Prentice Hall, p.443 

Related Articles and Knols

Do brand personality scales really measure brand personality?,

Creating Brand Personality,

Originally posted by me on 2078

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