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Brand Personality
Brand personality

Brand personality goes beyond brand image, however: brand personality implies that people can think of a brand in the same way as they might think of a person. Aaker (1997) defined brand personality as ‘the set of human characteristics associated with a brand’. The ability of a brand to make a meaningful connection with customers is based on its character, not on its outward appearance: a brand can have a catchy name and good packaging, but still not have a basic personality that appeals to customers.

Brand personality acts as a form of self-expression. If someone uses a brand conspicuously, he or she is (in effect) associating his ...

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