About this document
Understanding Brand Personality Essentials by mpimca is a document available to read on EtoBox.
Brand personality refers to human characteristics and qualities that are attributed to a brand. When consumers develop relationships with brands that fit their self-concept or personalities they admire, they are more likely to be loyal to those brands. Creating an appealing brand personality involves understanding target consumers and developing qualities they find likable such as dependability, honesty and friendliness. Research shows people prefer brands with personalities similar to people they would lik
- Author
- mpimca
- Language
- EN