From the brand identity to the brand personality : conceptual analysis

Abstract

We are all faced every day, whether through advertising or simply through use, with a multitude of "brands" and different products. It is a phenomenon that has invaded us and is currently part of our lives. Many companies rely on their brand as their primary competitive advantage, and it serves as an excellent representation of intangible assets. The main danger that a researcher incurs when wanting to venture into the field of brands, is the lack of clarity and the multiplication of the concepts used. It is now common to hear about capital, identity, personality, sensitivity…of brands. For this purpose, we examine the purely marketing definitions of the brand and create a synthesis based on the two builts: identity and personality in order to contribute to the understanding of the concept.