"You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place." - David Ogilvy
A brand can very well be compared to a person. Just like people a brand has a personality. Starbucks’ is sociable, youthful, outgoing, and friendly. A refreshing freshness, warmth, and comfort is demonstrated through their service interactions, their packaging, their décor, their product offerings, and their corporate culture. Weather, trusting or caring (e.g. Johnson & Johnson), fun and exciting (e.g. Mtv) the, brand as a person, deals with two aspects the personality of a brand, and the brand customer relationship.
The Brand Personality Aspect
Brand personality can be defied as the human personality traits associated with a brand (Aaker, J. 1997). This personality is extremely critical for a brand. Why because personality is extremely important in our society The situation is same for a brand.
The Personality of a brand enables a consumer to express his or her own self/ his ideal self (Sweeny, 2006). A brand’s personality can not only increase consumer preference for and usage of that brand (Sirgy, 1982) but also help consumers differentiate among the innumerable products available in the marketplace (Biel, 1992; Keller, 2003).
Aaker, J. (1997) devised a scale to measure the personality of a brand. The five dimensions of the brand personality scale are Sincerity, Excitement, Competence, Sophistication, and Ruggedness.
The model deals on two levels – one where a consumer can identity with the personality on the brand like when it is sincere, exciting and competence. Whereas ruggedness and sophistication differ from the big five human personalities (Briggs 1992) hence they cater to the aspirational level of the brand.
The Brand Customer Relationship Aspect
When we talk about brands as being people, lets...