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Five key dimensions of brand personality include Brand Competence, Brand Sincerity, Brand Excitement, Brand Sophistication, and Brand Toughness. Many brands choose to use a brand character as a vehicle to express their brand personality and facilitate their brand storytelling process.
Examples of Brand Personalities Excitement: carefree, spirited, and youthful. Sincerity: kindness, thoughtfulness, and an orientation toward family values. Ruggedness: rough, tough, outdoorsy, and athletic. Competence: successful, accomplished and influential, highlighted by leadership.
Nike has an active lifestyle, inspirational, exciting, cool personality. Nike-as-a-person would be exciting, provocative, spirited, cool, innovative, aggressive, and into health and fitness. Since the 1980s, Nike has been endorsing the very best athletes across a wide variety of sports.
Brand identity includes logos, typography, colors, packaging, and messaging, and it complements and reinforces the existing reputation of a brand. Brand identity attracts new customers to a brand while making existing customers feel at home.
The study was based on Jennifer L. Baker's brand-personality scale, which posits five overall personality dimensions comprising 42 traits. The overall dimensions are competence, sincerity, excitement, sophistication, and ruggedness. Respondents rated each of the nine restaurants on Baker's 42 traits.
Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.
As this paper will demonstrate, however, the current scales of brand personality do not in fact measure brand personality, but merge a number of dimensions of brand identity personality being only one of them which need to be kept separate both on theoretical grounds and for practical use.
THE FIVE CORE DIMENSIONS AND THEIR FACETS: Excitement (daring, spirited, imaginative, up-to-date) Competence (reliable, intelligent, successful) Sophistication (upper class, charming) Ruggedness (outdoorsy, tough)
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