Brand Personality

AAA

DEFINITION of '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.

INVESTOPEDIA EXPLAINS 'Brand Personality'

Customers are more likely to purchase a brand if its personality is similar to their own. Examples of traits for the different types of brand personalities:


Excitement: carefree, spirited, youthful
Sincerity: genuine, kind, family-oriented, thoughtful
Ruggedness: rough, tough, outdoors, athletic
Competence: successful, accomplished, influential, a leader
Sophistication: elegant, prestigious, pretentious

RELATED TERMS
  1. Cobranding

    A marketing partnership between at least two different brands ...
  2. Brand Extension

    A common method of launching a new product by using an existing ...
  3. Green Marketing

    Marketing products and services based on environmental factors ...
  4. Brand Piracy

    When a product is named similarly to a well-known brand so that ...
  5. Word-Of-Mouth Marketing - WOM Marketing ...

    When a consumer's interest for a company's product or service ...
  6. Brand Recognition

    The extent to which the general public (or an organization's ...
Related Articles
  1. The Green Marketing Machine
    Fundamental Analysis

    The Green Marketing Machine

  2. How do name-brand products compete with ...
    Investing

    How do name-brand products compete with ...

  3. Advertising, Crocodiles And Moats
    Professionals

    Advertising, Crocodiles And Moats

  4. Social Finance Careers: Creating A Better ...
    Entrepreneurship

    Social Finance Careers: Creating A Better ...

comments powered by Disqus
Hot Definitions
  1. Correlation

    In the world of finance, a statistical measure of how two securities move in relation to each other. Correlations are used ...
  2. Letter Of Credit

    A letter from a bank guaranteeing that a buyer's payment to a seller will be received on time and for the correct amount. ...
  3. Due Diligence - DD

    1. An investigation or audit of a potential investment. Due diligence serves to confirm all material facts in regards to ...
  4. Certificate Of Deposit - CD

    A savings certificate entitling the bearer to receive interest. A CD bears a maturity date, a specified fixed interest rate ...
  5. Days Sales Of Inventory - DSI

    A financial measure of a company's performance that gives investors an idea of how long it takes a company to turn its inventory ...
  6. Accounts Payable - AP

    An accounting entry that represents an entity's obligation to pay off a short-term debt to its creditors. The accounts payable ...
Trading Center