Competing Brands Do Not Have Different 'Personality' Profiles

Dawes, John

doi:10.2139/ssrn.2018040

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Competing Brands Do Not Have Different 'Personality' Profiles

5 Pages Posted: 7 Mar 2012 Last revised: 29 Jun 2016

See all articles by John Dawes

John Dawes

University of South Australia - Ehrenberg-Bass Institute; UniSA Business

Date Written: March 7, 2012

Abstract

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

Dawes, John, Competing Brands Do Not Have Different 'Personality' Profiles (March 7, 2012). Available at SSRN: https://ssrn.com/abstract=2018040 or http://dx.doi.org/10.2139/ssrn.2018040