Jun
23
2010
People adopt the personality of their brands
People have relationship with brands not only because of what they offer with their product or service, but also how being a part of that brand makes them feel. Brands that have strong personalities are the ones that capitalize on this. Whether this is the fun, playful, young-hearted Disney brand, or the macho, competitive, manly brand of UFC. People feel they have the personality traits of the brand they are using or affiliating themselves with.
This was confirmed once again with a study from the Journal of Consumer Research (see this article for more details). In the study, participants were asked to…
