Brand Management: Research, theory and practice

consumer, like the price, shape, distribution and promotion, are the indirect

sources of brand personality. They contribute to the brand personality indi-

rectly 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 person-

ality 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 person-
ality, the brand manager must engage in a wide range of branding activities that
express personality and create an emotional bond with the consumer. Activities

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 7.11Brand personality dimensions, traits and brand behaviour

142 Seven brand approaches