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brand personality
A way of characterizing the image of a brand by giving it personal associations as though it were an individual. Using descriptions like ‘masculine’, ‘feminine’, ‘traditional’, ‘safe’ or ‘assertive’ is the most common way of trying to distinguish a brand from its competitors. More ambitious marketers may try to provide the brand with a whole, rounded and consistent personality of its own that the customer can hang a proper name on, like Dr Pepper or Mr Coffee in the United States and Messrs Bradford and Bingley in the United Kingdom.
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- Part of Speech: noun
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- Industry/Domain: Business administration
- Category: Business management
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