The Relation between Brand Personality and Consumer Personality



The Relation between Brand Personality and Consumer Personality

Introduction

Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality. From a conceptual and methodological critique of the literature, this paper applies the definition of personality to brand personality, and tests the idea using a peer-rating methodology that focuses on each individual's perception of a brand (the brand × subject structure). The results reveal that consumers reflect their personalities by the brands they use, but the relationship between brand choice and symbolic dimensions (i.e., extraversion, agreeableness, neuroticism, and openness to experience) is much stronger than the relationship with functional dimensions (i.e., conscientiousness). Moreover, the pattern of this relationship remains consistent across symbolic and utilitarian products, which implies that consumers choose brands with similar personalities to theirs across various products. The study concludes that an abridged personality scale, based on the Big Five, can be applied to both brands and consumers.

Discussion

Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. it's employees) as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. For instance - Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd. Infosys represents uniqueness, value, and intellectualism.

Brand personality is nothing but personification of brand. A brand is expressed either as a personality who embodies these personality traits (For instance - Shahrukh Khan and Airtel, John Abraham and Castrol) or distinct personality traits (For instance - Dove as honest, feminist and optimist; Hewlett Packard brand represents accomplishment, competency and influence). Brand personality is the result of all the consumer's experiences with the brand. It is unique and long lasting.

Brand personality must be differentiated from brand image, in sense that, while brand image denote the tangible (physical and functional) benefits and attributes of a brand, brand personality indicates emotional associations of the brand. If brand image is comprehensive brand according to consumers' opinion, brand personality is that aspect of comprehensive brand which generates its emotional character and associations in consumers' mind.

Brand personality develops brand equity. It sets the brand attitude. It is a key input into the look and feel of any communication or marketing activity by the brand. It helps in gaining thorough knowledge of customers feelings about the brand. Brand personality differentiates among brands specifically when they are alike in many attributes. For instance: Sony versus Panasonic. Brand personality is used to make the brand strategy lively, i.e., to implement brand strategy. Brand personality indicates the kind of relationship a customer has with the brand. It is a means by which a customer communicates his own identity.

Brand personality and celebrity should supplement each ...