Human characteristics in a brand

When someone meets you for the first time, you are being evaluated by you looks and judged within seconds. After a few minutes of conversation, an even stronger impression has been made, whether you like it or not. A good first impression, like having a strong hand shake or presenting yourself in a good way, is crucial in any social situation. In the world of business, brands are being judged in the exact same way as humans. A customer is often able to provide a list of attributes to describe the personality of a particular brand. The purpose of this thesis, therefore, is to provide a better understanding about human characteristics in a brand. In order to reach this purpose, research questions focusing on the brand personality and how companies achieve brand attractiveness were stated. Based on these research questions, a review of the relevant literature was conducted, resulting in a conceptual framework that was used to guide the study’s data collection. A qualitative, case study approach was used using interviews at two service companies in Sweden: One tourism oriented company in the northern part of Sweden and one consulting company situated in Stockholm. The study shows that brand personality can be created and enhanced in a way that suits the company. It also shows that there are great possibilities to develop the visual elements of a brand in order to make it more attractive.

Author: Wretborn, Joel; Astrom, Linus

Source: LuleƄ University of Technology

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