Competing Brands Do Not Have Different 'Personality' Profiles
5 Pages Posted: 7 Mar 2012 Last revised: 29 Jun 2016
Date Written: March 7, 2012
Many marketers believe that their brand can develop a unique ‘personality’ – like people have. The research reported here goes against that idea. The study shows personality traits that are attached to one brand by many of its customers are also attached to a competitor brand by many of that brand’s customers. The results support the idea that brands do not possess unique personalities and that marketers should not try to build unique personalities for their brands.
Keywords: Brand personality, competition, banking, consumer research
JEL Classification: M31
Suggested Citation: Suggested Citation