Definition of brand personality

Our definition of brand personality: A set of human personality traits ascribed to a brand.

Also known as

• Brand personality traits
• Brand personality attributes

Other definitions of brand personality from around the web

“The brand image or brand identity expressed in terms of human characteristics. The brand personality must ideally include distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages and mental perceptions.” – Martin Roll

“The set of human characteristics associated with a brand.” “Dimensions of Brand Personality,” Jennifer L. Aaker

“The look and feel of the brand through the eyes of the consumer. What the brand wants to outwardly emit to the consumer.” – Stealing Share

“The attribution of human characteristics or personality traits to a brand as a way to achieve differentiation. These traits inform a number of key brand assets: how a brand looks (brand identity or visual identity), how a brand speaks (brand voice), how a brand acts (brand behaviors) and brand experience.” – Brandchannel (no longer online)

“The attribution of human personality traits (seriousness, warmth, imagination, etc.) to drive differentiation and customer connection. These traits inform brand behavior and are manifested to customers through employee actions and through prepared communication, packaging and advertising.” – OVO

“The character of a brand as defined in anthropomorphic terms, such as Virgin = irreverent, or Chanel = refined.” –The Dictionary of Brand by Marty Neumeier (Liquid Agency)

“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.” – BusinessDictionary (no longer online)

“The traits that make up a brand, and which the customers relate to.” – Outbrain

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