What is brand personality?

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It is a series of associations of an emotional nature, that confer human traits to a product, service or company. A combination of strategically selected qualities to give life to a brand identity, as part of a humanisation process that seeks to facilitate consumer relations and differentiation compared to other brands with similar offers and benefits.

Unlike a brand's identity, that must be permanent, its personality may undergo variations and adaptations to suit current reality.

In an attempt to manage the associations bestowed upon them some brands employ a spokesperson (celebrity), a mascot (animals or animated objects), or even fictitious characters especially crated for the occasion, to express their desired personality.

 
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