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Building Emotional Brand Personalities: Anthropomorphized Brands

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: 2020
Pages: 20
Source title: Global Branding: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-9282-2.ch028

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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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