Common characteristics are excitement, sincerity, ruggedness, competence, and sophistication. Brand personality and brand imagery are different, though brand imagery should reflect a company's ...

Courtesy of Millward Brown In last week’s discussion on hacking brand strategy, I included the image above and briefly talked about brand personality. Today, I’d like to expand on the notion ...

The company conducted a brand personality study of the country’s 26 largest quick-service restaurants (by systemwide sales with sub-1,000-unit chains excluded). It examined where the brands stood on ...

The personality of a brand embodies its unique character. The focus extends beyond the actions of the brand; it includes the connections it nurtures among individuals. A brand with a strong ...

The Five-Dimensional Brand Personality Model, developed by Jennifer Aaker, a professor at Stanford, suggests five core dimensions that define a brand’s personality: Sincerity; Excitement; Competence ...

Title: Brand Personality Appeal: Conceptualization and Empirical Validation (Fee required.) Authors: Traci H. Freling (University of Texas at Arlington), Jody L. Crosno (West Virginia University), and ...

Sophistication: Charming, elegant, prestigious, pretentious; ... Your brand personality must be communicated through every vehicle, mechanism, and platform you operate on.

Dive Brief: In a Zion & Zion study ranking 26 major QSR chains on brand personality, Chick-fil-A ranked the highest on sincerity, excitement and competence.; Chick-fil-A also ranked second in ...

In a Zion & Zion study ranking 26 major QSR chains on brand personality, Chick-fil-A ranked the highest on sincerity, excitement and competence. The study also tested for two additional personality ...