Creating Brand Personality for Success

Today marketers spend a huge amount of money in creating brand personality in order to build a strong brand in the market. In the competitive scenario, brand personalities enable the consumers to differentiate between brands. Hence, every form of appearance of brand influences the customer to attribute to the brand personality. Celebrity endorsements, presentation of advertisements, messages etc., encourage the customer’s awareness of the brand and help him in judging the value of the brand personality. Brand personality plays a very important role in the process of decision making and influences the customers to buy the product. It gives a competitive edge to the brand and enables the brand to establish an identity of its own in the marketplace. Researchers argue that competitors can match the price, product features and functional aspects of a product but they cannot match its brand personality. This is how the brand personality becomes the competitive advantage for the marketer. Brand personality can be created in direct and indirect ways. The direct way of creating brand personality is by matching the set of human characteristics associated with a typical brand-user with the help of 1) Celebrity endorsements 2) CEO of the company and 3) Employees. The indirect way of creating brand personality is through product related attributes, that include the brand name, visual communications of the brand like logos and symbols, communication, style, price, place and promotions.