Brand Management: Research, theory and practice

reference group that this target group represents. Early adopters can be used, as a
control group, to make sure that the brand actually expresses desired personally traits.
If early adopters display personality traits that are similar to or in line with the person-
ality of the brand the brand personality will be reinforced and strengthened. If the
group of early adopters on the other hand do not share personality characteristics with
the brand personality communicated – then the brand personality will be weakened.
The greater the brand congruity between the personality of the ideal target
consumer and the personality of the brand the stronger will the brand personality
grow. Early adopters are hence critical for aligning the brand personality and can
be a useful tool when measuring and aligning brand–self congruence and they can
potentially reinforce the personality of the brand and can be used actively in the
advertising campaigns and management of the brand. The brand–self congruence
can be used as a measure for evaluation of how the brand personality interacts with
the self of consumers. To what extent is there brand–self congruence? And how
does this fit or lack of fit affect the brand personality? The results can lay the basis
for continuous alignment of the brand personality and its appeal to the target
consumer and use of personality endorsement.

Brand personality and consumer–brand relationships

The two constructs of brand personality and brand–consumer relationships are closely
related. Generally, how a relationship evolves and the level of intimacy that can be
achieved depend on the personalities of the partners involved in that relationship. In
brand management the brand personality influences the behaviour and how the brand
interacts with the consumer – the brand relationship. Different brand personality types
have different effects on the strength of the brand–consumer relationship. Brands with

144 Seven brand approaches

Chanel No 5

Symbolic benefits: Upperclass, charming,

and sophisticated signal value

The sophisticated brand

personality is strengthened

The brand is

consumed by an elegant

Hollywood actress

Figure 7.12Brand–self congruence of Chanel No. 5