Brand personality can be defined as the set of human chateristics associated with a human brand. It includes characteristics such as gender, age, and socioeconomic class and human personality traits such as warmth, concern and sentimentality.
Brand personality, like human personality, is both distinctive and enduring. Brand personality concept has considerable face validity and people profile personalities of brands consistently.
Brand personality scales were developed. For the development, 114 personality traits were used on 60 well known brands. Five traits were found to explain 93% of observed differences. They are: sincerity, excitement, competence, sophistication, and ruggedness.
Would like to assess knol on these five traits?
http://knol.google.com/k/narayana-rao/brand-personality-an-introduction/2utb2lsm2k7a/ 2067
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