Madhukar Kumar, Image Strategist, had posted an interesting question in LinkedIn - what is the difference between Brand Personality and Brand Character. This is like chicken or egg for a fair majority of marketers. Let me try and simplify these jargons :
Brand Personality traits are subjective and dynamic. Brand Character traits are objective and timeless. As simple.
Building a brand character is tough and time consuming. Character traits include honesty, trust, reliability courage and so on. On a lighter note, Lehman means 'Greed', Merill means 'Fear' and AIG means '?'... you will know soon ;)
Whereas, Brand Personality is subjective. It includes a brand's preferences, tastes, sense of humor, interiors, attire, passion and a quite a lengthy list. This keeps changing. For example, some of the brand personalities of AXE : 'humorous', 'shortcut to pleasure' :)
~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in
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