What is Brand Personality? Definition & Examples

To make it straight, Brand Personality is how a brand behaves. That is, how a brand express itself. Personality leads to building up of the brand image. Users form an image of a brand by assigning adjectives based on how a brand express itself to them.


Brand Personality

Just like humans, a brand has a personality. Brand Personality refers to brand personification. That is, assigning human traits/characteristics to the brand. It comes to existence when we assign an adjective, which we usually use for humans, to the brand. Adjectives like – Unique, Caring, Fun, Trustworthy, Creative, Straightforward, Dishonest, Rebel, etc.

Jennifer Aaker Brand Personality Model

Jennifer Aaker combined these set of adjectives into five core dimensions. These dimensions were subdivided into set of facets.

brand personality

What Creates a Brand Personality?

  • Marketing activities (Tag lines, product shape, marketing involved in customer touch points)
  • Branding strategies (like color, shapes, logos, etc) involved in product packaging and promotion.
  • It is developed through brand user’s imagery.

Examples of Brand Personality

Brands have different personalities. These different personalities help them to positon their product a bit differently. Brand Personality makes the product turn into customers’ aspirations.


brand personality

Brand Personality of Woodland

Woodland got the personality of ruggedness/outdoorsy/ready for adventure, through their products (hard boots – meant for adventure). They also used the color green, which represents nature, to build a personality of being outdoorsy.

Brand Personality of Harley Davidson

Harley Davidson has been an rebel from the start. The promotional campaigns (naming motorcycles as mean machines), the logo, and use of bright and dynamic colors has helped them build this personality. As we said, Harley Davidson motorcycles are not just a product, it has become the customers’ aspirations.

Brand Personality of Marlboro

Marlboro through it’s different marketing strategies, which included The Tatood Man, Marlboro Cowboy, and The Marlboro man, gave itself a personality of being tough / rugged.

Brand Personality of Mtv

Mtv tried to position itself to be different from usual music videos channel. The concept of VJ’s followed by cool logos and taglines, like ‘I want my Mtv’ & ‘Mtv is here’, helped them stand out.


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