what is brand personality 
the term brand personality refers to a set of characteristics that is attributed to a brand name an effective brand increases its brand equity by having consistent traits that resonate with one or more consumer segments this brand personality provides a company with qualitative value in addition to those benefits derived from the functional desirability of its products and or services a brand personality is something to which the consumer can relate if the consumer becomes a regular customer they may forge a strong relationship with the brand due to the brand personality they may even start to connect parts of their own personality with the brand personality investopedia sydney saporito