Brand Personality is the way in which a brand behaves and speaks to its potential customer. It can be defined as the assigning of human traits/ characteristics to the brand so as to achieve differentiation over the competitor brand. For example, Raymond Suites brand speaks about the man who is caring, sensitive, kind and makes the man who wears it feel special. Brand personality is the personification of the brands. Brand personality is the result of the consumer’s experience and long lasting relationship with the brand.
Brand personality should not be confused with branding. While brand is the representation of physical and functional attributes of a product, brand personality represents the emotional connection with the brand. Brand personality is that aspect of the branding which creates the emotional association in the minds of consumers with the brand.