Brand Personality

Brands try to differentiate themselves from their competitors. Some of these distinctions can include: quality of the items, brand colors, spokes character, commercial jingle, packaging, and product design. Consumers attribute personality traits to products as if they were human.

Think to yourself how you perceive the following brands (be honest):

Apple
Nike
Dove
Harley Davidson
Coca Cola
Guess

All of these brands have strategically marketed themselves so that their consumers can associate personality traits to them. The simple truth is that people are always making assumptions about brands. In order for a brand to market successfully, they need to be memorable. They also want positive associations. We can assess these brands by using the Aaker Brand Personality Model. This model has 5 key traits that are guidelines that companies can use to establish their brands.

Take a look at Harley Davidson:

You would classify this brand personality as excitement and ruggedness. HD is associated with daring and spirited people. Individuals who ride motorcycles have less fear, are considered cool, and are tough. Most of their ads seemed to be geared towards men and are masculine.

Disney:

Disney is classified as having a sincere personality. The brand is down-to-earth and cheerful. Disney welcomes children and their families to experience the magic and excitement it has to offer. Whether it is visiting the parks or watching the movies, consumers can expect the same brand personality.

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The Art of Consumer Behavior

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