‘Personality traits are what the brand will live and die for’ so Brand personality is a set of human characteristics associated with a brand.
For example:
IBM is ‘Older’ while Apple is ‘Younger’
Coke is ‘Confirming’ while Pepsi is ‘irreverent’
Personality of Levi’s Brand for me is:
Rebellion, sensuality, being cool - this gauge my perception & attitude towards Levis brand, differentiate the product when the brands are similar in product attributes, creates brand equity, a powerful relationship
This article describes more about brand personality, seeing a brand as a friend and how important it is to add a sense of humor or a symbol that can help to strengthen the brand relationship.
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I would like to mention about my favorite brand, Apple!.
ReplyDeleteApple has a branding strategy that focuses on the emotions. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers.
That's why I love this brand so much!