A very complex and interesting subject of the Branding is the Brand Personality
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Searching on this subject I found an article where data is collected from a large number of international companies from all kinds of fields of activity and analyzes the personality they transmit or wish to transmit as brands to their consumers.
The analysis shows a list of the most popular personalities when creating or developing a brand.
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These are the most popular personalities in the market since the 1990s:
- Innovative (45%)
- Professional (41%)
- Receptive (36%)
- Bondadoso (32%)
- Reliable (27%)
- Consumer Oriented (27%)
- Fidedigno (23%)
- Service Oriented (18%)
Each brand usually describes its personality with a sentence between 6 and 12 words, the average being 9.
Source: Brad VanAuken at B.S.Insider