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 ...

Brand personality used to be the realm of the fluffiest of marketing people. Now it’s the difference between customer engagement and complete irrelevancy – no matter how much you spend 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 ...

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 ...

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 ...