A Brand Personality is a set of human characteristics that are attributed to a brand name. It is not a real personality and it does not reflect the true personality of the company or people who work for it. Instead, the personality is developed to reflect the consumers' perception of the brand. A brand personality can include any type of human characteristic, but most often includes traits such as friendly, authoritative, intelligent or quirky.The marketing department usually drives the development of a brand personality. The purpose of brand personality is to create a specific perception of the brand by consumers. The personality is based on the consumer's existing expectations. If they have positive expectations they will form a positive perception of the brand, if they have negative expectations they will form a negative perception of the brand. This can be used to move consumers towards a specific target market. For example, if a company produces products for young adults, then it could choose to develop a brand personality that is "cool" and "fun", which will make it attractive for young adults. Brands that are perceived as cool are more likely to attract young adults to purchase the products.
