A very complex and interesting topic of Branding is Brand Personality
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Searching on this topic, I found an article where data is collected from a large number of international companies from all types of fields of activity and the personality they transmit or wish to transmit as brands to their consumers is analyzed.
After the analysis they show a list of the most popular personalities when creating or developing a brand
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These are the most popular personalities on the market since the 90s:
• Innovative (45%)
• Professional (41%)
• Receptive (36%)
• Kind (32%)
• Reliable (27%)
• Consumer Oriented (27%)
• Reliable (23%)
• Service Oriented (18%)
Each brand usually describes its personality with a phrase between 6 and 12 words, the average being 9.
Source: Brad VanAuken in BSInsider