EBK MARKETING
10th Edition
ISBN: 9780135199992
Author: Stuart
Publisher: YUZU
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Chapter 7, Problem 11QA
Summary Introduction
To discuss:The concept of brand personality along with examples that state the uses of brand anthropomorphism.
Introduction:
Brand personality:It is defined as creating an identity for the product that the market which is targeted will prefer over other competing brands. It is also regarded as a unique image that captures a service's or a good’s benefits and character.
Brand anthropomorphism: It is defined as the level to which a branded product is supposed as an actual human being. It happens when objects are given human characteristics.
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