Brand personality, which is defined as ‘personality attributes associated with the brands’, forms the core of a brand’s symbolic attributes. As the functional benefits offered by all brands in a product category are similar, symbolic benefits play a significant role in achieving differential positioning of brands. Firms often try to differentiate their brands from those of competitors by designing a suitable brand personality. To develop a suitable brand personality, knowledge related to the brand personality construct is essential. Although theoretical studies have illustrated the construction of brand personality and identified important constructing factors, there are gaps in empirical validation of the theories and the constructing components. Moreover, identification of the relative importance of the brand personality constructing components across different product categories was also not done. In this paper, an attempt has been made to create a model of brand personality for selected brands of apparels, based on theoretical studies. A methodology is also developed to empirically justify the theoretical construct. The relative importance of the constructing components of brand personality is also measured across selected brands of apparels operating in the Indian market.

Brand Personality’, which is defined as the personality traits associated with a brand (Sentis and Markus, 1986), helps marketers create a differential positioning for a brand in a mature and highly competitive market. The personality attributes associated with a brand stimulate consumers’ decision related to brand selection. Consumers often try to express their personality, or certain attributes of their personality, through the use of brands. Thus, selection of a brand often depends on consumers’ perception about the personality of the brand and consumers’ desire to express the attribute/s of that personality. Companies design and direct their marketing communication to attain a favorable brand personality perception among consumers.

Research works in the field of brand personality have identified the constructs of brand personality, and also structured the inventory of brand personality under certain dimensions. However, most of the studies related to the construction of brand personality are of a general nature, and no suitable methodology is developed so far to empirically validate the constructing components of brand personality for specific product categories Moreover, the methodology to judge the relative importance of the constructing components of brand personality is not yet formed. Based on the theoretical studies done so far regarding the construction of brand personality, the present paper aims to build an empirical model of brand personality for selected brands of apparels. It also develops a methodology through which the relative importance of the constructing components of brand personality could be evaluated.

Brand Management Journal, Personality Construct of Brands, Creating a Pool of Personality Traits, Identification of Apparel Brands for Study, Apparel Brands in India.