Brand Management: Research, theory and practice

The dynamic of how a brand personality and the actions of a brand affect the
consumer–brand relationship is essential to include in any brand management
consideration. What personality is suitable for the brand in question and is the
organization as such able to deliver on the promise/expectations that, for example,
a sincere brand personality sets out? Hence the personality traits and the rela-
tionship roles that different personalities can play in a consumer–brand rela-
tionship ought to be a pivotal in the management of brand personalities.
Relationships with sincere brands deepen over time, and relationships with
exciting brands have the evolutionary character of a short-lived fling. Research
findings suggest that dynamic construal of brand personality is more accurate and
useful for management in describing the potential of a brand personality. The
interrupt events and relationship contracts between brand and consumer formed
on the basis of the consumer–brand interaction can reveal much more about the
strength of a brand personality than a more static perception of brand personality.
In practice this is also why recently much research into brand personality overlaps
research into the consumer–brand relationship.

Summary

The primary focus for the brand manager in the personality approach is to build an
attractive and relevant brand personality that can serve as a strategic tool to ensure
a deep and long-lasting connection with consumers. The prerequisites for creating
the right brand personality are insights into how consumers use the specific brand
in their construction and expression of self. Understanding these mechanisms can
ensure that right perpetual personality mix is created for the brand personality and

The personality approach 147

Theory

Managerial

implications

Assumptions

Methods and data

Figure 7.13Managerial implications of the personality approach