Brand Personality

Business Dictionary defines Brand Personality as "Human traits or characteristics associated with a specific brand name.' Common characteristics or traits represented include uniqueness, sincerity, intellectualism, competence, excitement and sophistication. The brand personalities gives consumers something with which they can relate, effectively increasing brand awareness and popularity.[1]

The idea of brand personality comes from around 1961 but it started being more heavily used from the 1980’s. It is deeply connected with The Big Five Personality Traits, from which all human behavior is derived, based on a small set of fundamentals. All human actions is based on a mix of the respective elements included in the Big Five Personality Traits which include openness to experience, conscientiousness, extraversion, agreeableness and lastly, neuroticism. Based on the Big Five Personality Traits, the five dimensions of brand personality are represented by
a) Sincerity;
b) Excitement;
c) Competence;
d) Sophistication;
e) Ruggedness[2]

Brand personality is a framework that helps a company or organization shape the way people feel about its product, service or mission. A company's brand personality elicits an emotional response in a specific consumer segment, with the intention of inciting positive actions that benefits the firm.Dove, for example, chooses sincerity as its brand personality. This allows the company to attract feminine consumers.[3]

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 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 it’s emotional character and associations in consumers’ mind.[4]

See Also

Brand Ambassador
Brand Asset Valuator
Brand Identity Prism
Brand Loyalty
Brand Management
Brand Recognition
Brand Strategy


  1. Brand Personality Definition Business Directory
  2. Dimensions of Brand Personality Marketing91
  3. Breaking down Brand Personality Investopedia
  4. What is Brand Personality Management Study Guide

Further Reading