Brand personality

Consumers often subscribe to the notion of brand personality; that is, they attribute various descriptive personality-like traits or characteristics to different brands in a wide variety of product categories. Such personality-like images of brands reflect consumers’ visions of the inner core of many strong brands of consumer products. A brand’s personality can either be functional (providing safety, performance, etc) or symbolic (freshness, macho). Research has shown that any brand personality as long as it is strong and favorable will strengthen a brand.