Brand Personality Essay

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LITERATURE REVIEW ON BRAND PERSONALITY INTRODUCTION When we talk of Brands we connect it with its name, packing, jingles, etc. The most colorless definition which is widely accepted by most of the marketers, says that “brands consists of any name, design, style, words or symbols, singly or in any combination that distinguish one product from another in the eyes of the customer.” Brassington ,F. & Pettitt ,S. ,(2006, p.301). In today’s world people have started establishing their status with the brands used by them. People are often judged these days by the brands they select for instance, Nike is about achievement i.e. ‘just do it’ Brassington ,F. & Pettitt ,S. ,(2006, p.301). In the past few years emotional branding is being used largely by a number of companies such as Apple, Lexus, McDonald’s, etc.(Somayeh Ranjbar, 2010). In order to make brands more desirable to the consumers personalities are linked with the brands, which ultimately leads to distinguishing brand identity. (Thomas,B.J . & Sekar, P.C , 2008) Ranjeet Verma in 2009, said, “Brand personality is what distinguishes one brand from another or a particular brand from a product.” (Verma,R. ,2009). We can classify the definitions of brand personality into three categories:  Emotional centred  Human centred  others (Verma, R., 2009) Marconi (2000) defined brand personality as the “set of human characteristics associated with a brand” (Khan, B.M, 2010) in simple words we can say that brand personality means any traits of human beings which can be associated with a brand. The concept of brand personality can be understood better in a simple way. Suppose the brand was to be a person, what kind of a person would the brand turn out to be and what kind

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