chapter  10
31 Pages

Brand Personality

This conclusion presents some closing thoughts on key concepts covered in the preceding chapters of this book. The book describes a brand as a product of both science and art. The science dimension involves the management of the complex set of systems encompassed by the strategies of branding and the complex consumer responses to a brand. It presents an overview of the brand components that together form an oneness, a unity of brand vision, and, ideally, a work of art. We believe that awareness of the brand as Gesamtkunstwerk metaphor can contribute to the development of powerful superbrands. In systems thinking, integration is used throughout an organization as a tool to strategically manage the varied activities of the organization, which describes in the book as a complex system of business, branding, marketing, and marketing communication components and activities. A substantial part of the book has been devoted to brand strategy development.