The Power of Brand Personality

Introduction:

In this study authors aimed to explore the influence of brand personality on positioning strategies.

Brand personality refers to the set of human-like characteristics associated with a brand.

Positioning strategies involve the deliberate efforts to establish a distinct and favorable brand image in the minds of consumers.

Paper Details:

Title: The Role of Brand Personality in Positioning Strategies: A Consumer Perception Study.

Authors: David Brown, Jennifer Wilson

Journal: Journal of Consumer Behavior

Year: 2020

Literature Review and Research Methodology:

The paper begins by reviewing existing literature on brand personality and positioning strategies, highlighting the need for further research to understand the impact of brand personality on consumer perceptions.

The authors then conducted a consumer perception study, collecting data through a survey of 800 participants.

The survey included questions related to brand personality, brand positioning, and consumer perceptions.

Conclusion:

The findings of the study indicate that brand personality plays a significant role in positioning strategies and consumer perceptions.

Brands with a consistent and well-aligned personality were found to have higher levels of brand loyalty.

Specifically, the study revealed a mean increase of 20% in repeat purchase intention for brands with a strong and consistent personality compared to brands with inconsistent personalities.

Suggestions for Enhancing Marketing Role:

• Incorporate a well-defined and consistent brand personality into your positioning strategies to enhance consumer perceptions and loyalty.
• Conduct consumer perception studies to understand how your brand personality aligns with consumer expectations and preferences.
• Use the findings from this study to inform brand messaging, communication strategies, and brand identity development.
• Continuously monitor and evaluate consumer perceptions to ensure your brand personality remains aligned with evolving consumer needs and preferences.
• Leverage social media platforms and other communication channels to effectively communicate and reinforce your brand personality.