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Building Emotional Brand Personalities: Anthropomorphized Brands
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Author(s): Esra Güven (Celal Bayar University, Turkey)and Volkan Yakın (Abant Izzet Baysal Universit, Turkey)
Copyright: 2018
Pages: 20
Source title:
Driving Customer Appeal Through the Use of Emotional Branding
Source Author(s)/Editor(s): Ruchi Garg (BML Munjal University, India), Ritu Chhikara (BML Munjal University, India), Tapan Kumar Panda (BML Munjal University, India)and Aarti Kataria (Management Development Institute, India)
DOI: 10.4018/978-1-5225-2921-7.ch009
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Abstract
Brands are one of the most important assets for companies since they serve as a differentiator. They have personalities like people, which makes them reach consumers emotionally. Therefore, in their efforts put in branding, firms began to give more importance to developing a brand personality. The personification of brands is a form of anthropomorphism. There are various ways to build an anthropomorphic brand. Brand personality models are based on human personality theories in psychology. These models help managers to build a strong and anthropomorphic brand. In this chapter, the authors make a comprehensive explanation regarding the brand personality with benefits, brand personality models, and anthropomorphism and explain the relationship between anthropomorphic brands and marketing communication by presenting some examples.
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