Abstract
Purpose– The purpose of this paper is an examination of the role of brand personification in the development of the concepts of brand personality and brand relationships.Design/methodology/approach– The paper is a critical evaluation of literature from the 1950s and onwards, examining the evolution and development of brand personality and brand relationship theory and the role of brand personification.Findings– The major finding is that brand personification was developed as a research “gimmick” and that this “gimmick” provided the foundations for the development of the brand personality and brand relationship concepts. Further, the paper traces the evolution of the brand personality concept and identifies the ways in which it has been adapted from its original meaning.Originality/value– The paper contributes to the branding literature by providing a critical evaluation of the history of marketing concepts and by providing insights into the role that motivation research played in the development of modern brand theory.
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