What is the personality of that brand?



Every brand has its own personality with characteristics that consumers attribute towards it. The product is personified and has personality traits that are associated with it. The image that the brand portrays causes consumers to either buy the product or completely avoid it.

For example, Wal-Mart has low prices, so it may cause some consumers to think that products may also be cheap and not of good quality. Geico continually shows the gecko in its advertising, this creates a sense of familiarity for the consumers. Ford trucks are thought to be tough, strong and durable, thus falling into the 5th dimension of brand personality.

The chart to the right is the five dimensions of brand personality, that Mike Edelhart summarized. (The full article can be read here).

When a company creates a brand, they have an image in mind that they want to have portrayed to the consumers. Everything the company does adds to the image and personality of the brand.

For example, if a company has had to reposition many times, consumers may not trust the brand as much.* Here is a site when you are creating an product or brand to help determine what your brand personality is.

Also, if a company treats a person right, that consumer may think of the brand to be sincere because they get the impression that the company truly cares about them.

In my opinion, the personality of a brand is extremely important for how consumers choose to purchase or avoid a product. What do you think?

*Solomon, M. R. (2013). Consumer behavior. (10th ed., pp. 223-226). Upper Saddle River, NJ: Brady/Prentice Hall/Addison-Wesley.