chapter  3
49 Pages

Brand Personality

The notion of brand personality is based on the assumption that brands can be seen as human by consumers, as part of their daily lives. Brands can be described in terms of their personality, as if they were people. Brand personality is usually considered as part of the imagery associated with a brand. Scales on brand personality allow researchers to measure consumers' perceptions of a personality of a brand. This perceived brand personality can be more or less aligned with the brand personality planned by the company. Brand personality is one of the elements that should be taken into account when planning the identity of a brand. In addition to these general scales on brand personality, the literature offers scales that are focused on one of the characteristics highlighted by Aaker. The Japanese and Spanish brand personality scales can be used for the same purposes as the brand personality scale developed in the United States.