CAN A BRAND BE CHEEKY?

Abstract

The majority of advertising agencies and brand managers of advertised brands believe their brands have human personalities. There are four areas where brand personality is important. You can ask whether or not people would like a brand for a friend, and what constitutes an attractive personality will differ between product fields. Understanding of a brand's personality will aid advertising professionals. Brand personality profile should help ailing brands if they are in need of personality modification.

Citation

Alt, M. and Griggs, S. (1988), "CAN A BRAND BE CHEEKY?", Marketing Intelligence & Planning, Vol. 6 No. 4, pp. 9-16. https://doi.org/10.1108/eb045776