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Seven brand approaches
Sincere brand personality dimensions
Down-to-earth, honest, wholesome, cheerful personality traits
The brand must behavioraly and visually reflect a the sincere personality by displaying down-to-earth, honest, wholesome and cheerful personality traits.
Figure 7.11 Brand personality dimensions, traits and brand behaviour
consumer, like the price, shape, distribution and promotion, are the indirect sources of brand personality. They contribute to the brand personality indirectly by giving the consumer clues about the brand personality. A company with a strong brand personality does not need to have a very visible CEO advocating a certain brand personality, as is the case with the direct sources of brand personality. Brand personality can also be transferred indirectly from management to the brand, by choosing different vehicles of communication. For example, MTV is expressing an exciting brand personality through its events, sponsorships, website and advertising; the sources of brand personality are indirect, since a vehicle of communication is used. Having uncovered the sources of brand personality and how these sources can be used actively to shape the personality of the brand, it is important to establish an efficient communication platform that can launch the brand personality as distinctive and attractive, but also underpin the personality traits of the brand. The communication platform should not consist only of traditional marketing tools like ads, website, etc. A distinctive brand personality cannot be built through communication only. The behaviour of the brand is also a necessary and important part of a brand personality. To create an authentic and believable brand personality, the brand manager must engage in a wide range of branding activities that express personality and create an emotional bond with the consumer. Activities