Brand personality

« Back to Glossary Index

Brand personality refers to the human characteristics or traits that customers attribute to a brand. he perceived brand personality is generally the result of a voluntary approach by the brand. It is the brand that builds this personality through its communication and marketing.

Thus, if some brands are perceived as friendly, for example, others can be qualified as arrogant. This is particularly the case when offbeat or overly original communication has not had the desired effect on the public. Brand personality is one of the essential components of brand identity. For each brand, it is a possible factor of proximity and differentiation on the market.