Brand personality refers to the set of human characteristics associated with a brand, which can be effectively measured using the five personality dimensions: sincerity, excitement, sophistication, ruggedness, and competence. Whereas Hallmark has a particularly sincere brand personality, Harley-Davidson is perceived as very rugged.
- Marketing Student Margot Stern on Pizza, Gatorade and 'Legit' Brand AwarenessMargot Stern is a Wharton MBA student. During a recent class on consumer behavior, she called on the expertise of high school students in and around Philadelphia for their insight about how best to position the national running shoe brand, Saucony. Stern spoke with Knowledge@Wharton High School about her interest in marketing, focus groups and why she is impressed by high school students’ authenticity.
- Brand, Image and How Pizza Innovators 'See the World'
- Educator Toolkit: The Power of Storytelling