Effect of Brand Elements on Brand Personality Perception

Abstract

Brand personality is an important topic in marketing studies already for several decades. It is proven that brand personality plays a significant role in ensuring brand loyalty, forming favourable attitudes towards the brand and enlarging brand equity. However, very little attention is paid to the topic, how different brand elements, attributes or factors shape in consumers’ minds the perception of brand personality. Therefore, the aim of this paper is to fill the existing gap in the literature by providing a better understanding about what factors form the perception of brand personality. The qualitative study consisting of in-depth interviews was done in beer market, investigating how different attributes shape the consumers’ perception of beer brands personalities. The study revealed that brand personalities were mostly impacted by design of bottle and label, design colours and advertisements. However, such factors as position of brand in the market, brand name, and perceived typical user should be also considered as important in forming consumers’ perception of brand personality