A Brand as a Character, A Partner and a Person: Three Perspectives on the Question of Brand Personality

Abstract

The article discusses issues in advertising relating to brand personality, or a set of human characteristics associated with a specific brand, particularly noting the need for increased understanding of and research into brand personality in marketing. It addresses issues of a formalized definition, how best to measure brand personality, and the benefits of personality for brand marketing. It explores the meaning of personality in brands for the consumer and the acts of personification of brands by consumers.