A
brand personality is a metaphor for the net impression
of a brand that people carry in their minds, which is
a result of a whole host of factors such as product, price,
staff, service and so on, working simultaneously and inter-connectedly.
Setting a desired brand personality involves firstly understanding
and studying the current brand personality in the minds
of consumers at different points on the spectrum in terms
of brand usage (loyalists, infrequent users, lapsers,
etc) as well as all other key stakeholder groups. And
depending on the degree of coherence, positiveness and
distinctiveness we find, we may either reinforce the current
brand personality (or aspects of it) or reframe it. In
either situation, the desired brand personality will become
the metaphorical guideline for the entire mix.
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