“Brands are People, Too!” The Role of Brand Identity, Narrative and Personality in Modern Marketing
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2013
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Haverford College. Department of Psychology
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Award
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eng
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Open Access
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Abstract
Though marketing researchers have long postulated the importance of a brand’s personality to its overall value, nobody has attempted to define the process behind how brand personality is established. This paper postulates the supreme importance of brand narratives, both its internal (its history and collective makeup) and external (the perceptions which consumers come to have, predicated on the brand’s demonstrative efforts to persuade), in the building of a positive and beneficial brand narrative. The present work details a multitude of variables which go into constructing a narrative that successfully connotes the desired personality, and concludes by applying the framework to the BlackBerry brand, a well-known but beleaguered brand facing a multitude of problems.