The importance of brand personality inthe 21st centenary

Simran Sikka,Jitender Kumar

doi:10.26524/jms.11.26

Abstract

The “set of human qualities connected with a brand” is referred to as brand personality. Consumers have been shown to infuse brands with human personality qualities, turning them become symbolic brands. Brand personality, from the perspective of the customer, is a method for people to express their personalities and define their lives via tangible goods. From the perspective of a business, brand personality is a way of expressing the benefits of your product in terms of its qualities or status implications.Companies also employ brand personality to set themselves apart from their competitors, which is critical in today’s crowded domestic marketplaces.This article explores the importance of brand personality in the 21st century. It also discusses how can marketer develop a brand personality for their products. In the present study, the design was selected mostly descriptive, as the key objective of the study is to explore the construct of brand personality in relational marketing. The finding of paper suggests thatwhen a brand has a personality, it is simpler to interact with consumers since a customer’s personality qualities may be matched to a brand’s personality features.

Highlights

1.INTRODUCTION What your company wants your consumers to think and feel about your brand and what your customers really think and feel about your brand make up brand personality
All aspects of the marketing mix, including product, price, promotion, and place, are used to express brand personality. When it comes to building brand personality, promotion is the most crucial component of the marketing mix
One of the methods to build distinct connections with your brand and communicate it to a large audience is to utilise advertising.A company›s brand personality must be appropriately identified in order for it to resonate with the right client

Summary

Introduction

What your company wants your consumers to think and feel about your brand and what your customers really think and feel about your brand make up brand personality. All aspects of the marketing mix, including product, price, promotion, and place, are used to express brand personality When it comes to building brand personality, promotion is the most crucial component of the marketing mix. One of the methods to build distinct connections with your brand and communicate it to a large audience is to utilise advertising.A company›s brand personality must be appropriately identified in order for it to resonate with the right client. This is because brand personality enhances brand equity and builds a company›s position in the marketplace. It›s an important part of every successful marketing campaign

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Conclusion