Brand Personality Creation Through Advertising

Topics:
Brand Management,
Brand Strategy
Tags:
Advertisement,
Brand,
Brand Personality,
Branding,
Marketing
Source:
Maastricht University

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Overview: Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper the author explores the mechanism that builds brand personality with the help of advertising.

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Format: PDF | Size: 308KB | Date: Feb 2001 | Pages: 26

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