November 2016

What is Brand/Destination Personality?

The Brand/Destination Personality can be one of the main key to link customers to brands or destinations. The Brand Personality Everything started in the late 1970s. At that time, advertising agencies realized that due to the abundance of similar products, it was more and more difficult to differentiate brands just on the basis of their performance. This raised the need to identify brands and products not only by their physical characteristics, but by other attributes too. Brand Personality is a part of the Brand Image which includes all attributes of an intangible product. This is defined in its most recent wording as: ‘The set of human personality traits that are both applicable to and relevant for brands’. (Azoulay & Kapferer, 2003) A brand’s ...