The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Brand Personality

Brand Personality

Brand personality

Brand personality is a combination of all the perceptions and beliefs that customers have about the brand.

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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