Brand Personality
A set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. This is the added-value that a brand gains, aside from its functional benefits. There are five main types of brand personalities: excitement, sincerity, ruggedness, competence and sophistication.
Each brand has its own brand personality. There are different kinds brand personalities, which can roughly be classified into excitement, sincerity, ruggedness, competence and sophistication.
I talked about brand loyalty for Apple Company in my previous blog. Apple can be considered as a businessman, but instead of wearing everyday suit, he will choose more fashionable leisure suit. I would put Apple Company in the category of excitement because it is spirited and youthful.
Nike Company has a ruggedness brand personality. I see it as a middle-aged athletic person who likes doing outdoor activities which some is rough and tough.
Chanel Company designs, manufactures, and retail fashion and beauty products as well as other accessories. It has a sophistication brand personality. Chanel can be considered as a middle-aged elegant, prestigious and pretentious woman.
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