Brand Personality refers to the human traits like unique, caring, rebel, trustworthy, etc. that are aligned with a brand to give it a distinct character. Brand Personality is an important tool used by organizations to influence consumer perception about a product or service. Example - Apple Importance of Brand Personality 1. Helps to connect with the right audience 2. Developing the desired brand image 3. Helps to position the offerings in the right way 4. Build emotional connect 5. Effective communication How to Build a Brand Personality 1. Creating a personality that can arouse feelings like respect and familiarity to attract the target audience. 2. Make the potential customers realize the value of brand offerings. 3. Taking preventive actions against the customers that the brand does not want to attract. Brand Personality Model Brand Personality Model – Sincerity Dimensions of sincerity are wholesome (cheerful), honest (sincere), down-to-earth (family-oriented), and cheerful (friendly).. Example – 1. Whisper 2. Amazon Brand Personality Model – Excitement Dimensions of Excitement are daring (trendy), imaginative (unique), spirited (cool), and up-to-date (independent). Example – 1. Durex 2. Victoria’s Secret Brand Personality Model – Competence Dimensions of Competence are reliable (secure), successful (confident), and intelligent (corporate) Example – 1. Tesla 2. Microsoft Brand Personality Model – Sophistication Dimensions of Sophistication are charming (smooth) and upper class (glamorous) Example – 1. Apple 2. Gucci Brand Personality Model – Ruggedness Dimensions of Ruggedness are tough (rugged) and outdoorsy (masculinity) 1. Old Spice 2. Woodland This video is on Brand Personality and it has the following sub-topics. Time Stamps 0:00 Introduction 01:08 Importance of Brand Personality 01:36 How to Build a Brand Personality 02:17 Brand Personality Model 02:58 Brand Personality Model – Sincerity 03:11 Brand Personality Model – Excitement 03:25 Brand Personality Model – Competence 03:35 Brand Personality Model – Sophistication 03:43 Brand Personality Model – Ruggedness