BRAND PERSONALITY Meaning and
Definition
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Brand personality refers to the set of human characteristics and qualities that a brand projects to its target audience. It is the persona that a brand creates to establish a connection, evoke emotions, and differentiate itself from competitors. Just like individuals, brands possess distinct traits, attitudes, and values that influence consumer perceptions and build a unique identity.
The concept of brand personality emerged from the idea that consumers tend to relate to and connect with brands on an emotional level. Brand personality helps to shape the overall image and reputation of a brand, as it allows consumers to develop a sense of familiarity, trust, and loyalty towards the brand.
Brand personality can be reflected through various aspects of a brand's marketing and communication strategies, including its visual identity, tone of voice, advertising campaigns, and customer experiences. For example, a brand that aims to be perceived as innovative and cutting-edge may use modern and sleek designs, use trendy language, and employ high-tech advertising methods. On the other hand, a brand that desires to convey sincerity and warmth may adopt softer colors, friendly language, and emphasize personal customer service.
Understanding and successfully implementing brand personality can lead to increased brand recognition, customer satisfaction, and ultimately, brand equity. It helps to humanize a brand and create a meaningful connection with consumers, allowing for differentiation in a highly competitive marketplace.
Etymology of BRAND PERSONALITY
The term "brand personality" is a combination of two words: "brand" and "personality".
The word "brand" is derived from the Old Norse word "brandr" which means "to burn" or "a burning piece of wood". In the Middle Ages, it was used to refer to a mark burned on cattle or slaves as a way of identification. Over time, "brand" came to signify a distinctive mark or symbol associated with a particular product or company.
The word "personality" has its roots in the Latin word "persona", which referred to the mask worn by actors in ancient theater. It later evolved to denote the character, qualities, and identity of an individual.
The concept of "brand personality" emerged within the field of marketing and branding in the 1990s. It refers to the set of human characteristics and traits attributed to a brand, creating a distinct identity and emotional connection with consumers.
