Brand Personality Case Study

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Recommended: Theories of brand personality

Personal Factors.
Many marketers believe that brand personality is created by how marketers and advertisers intend to project, build and manipulate a brand (in both product-related and non-product related ways) (e.g. Levy, 1959; Plummer, 2000; Restall and Gordon, 1993). However, Biel (1993) argued that this is not always the case and could be a dangerous assumption in understanding consumers' perceptions of a brand. He further stated that personal factors, such as personality and socio-demographic profiles of the customer, can affect consumers’ perception of a brand. In this light, Dobni and Zinkhan (1990, p. 117) asserted that brand personality is “a function of the interaction between perceiver and product stimulus”. That means that consumers …show more content…

Companies input information about the brand through their brand and product and want the consumers to perceive the brand following their guidelines. Consumers first receive that information and come out with their perception of the brand, indicating the brand personality that marketers build for the brand might be different to what consumers perceive. Therefore, it is necessary for marketers to explore how brand personality is received by consumers and what are their favorite brand personality toward to particular product type. To understand customer perceived brand personality is the first step for firms to build and maintain a positive brand …show more content…

Researchers have found that brand personality traits can influence consumer brand attitude positively. For example, Supphenllen (2004) examined the relationship between brand personality and brand attitude and found that two personality traits (modern and classic) have a positive effect on attitude toward the brand. Biel (1993) also confirmed a change in brand personality traits result in more positive attitude toward the brand. A study on the effect of overall brand personality has shown that consumers have the more favorable attitude to a product with personality compared to a product without brand personality (Freling and Forbes,

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