The importance of corporate brand personality traits to a successful 21st century business

Keller, Kevin Lane; Richey, Keith
September 2006
Journal of Brand Management;Sep2006, Vol. 14 Issue 1/2, p74
Academic Journal
Brand personality has been defined as the human characteristics or traits that can be attributed to a brand. Corporate brand personality is a form of brand personality specific to a corporate brand. Unlike a product brand personality that typically relates to consumers and user imagery for a specific product brand, a corporate brand personality can be defined in terms of the human characteristics or traits of the employees of the corporation as a whole. A corporate brand personality will reflect the values, words, and actions of all employees of the corporation. A successful 21st century firm must carefully manage its corporate brand personality. The three core dimensions of corporate brand personality and two traits for each dimension that are crucial for marketplace success are outlined as Passionate and Compassionate (Heart), Creative and Disciplined (Mind) and Agile and Collaborative (Body). These traits have an interactive effect such that the effects of one trait can be enhanced by the existence of another.Journal of Brand Management (2006) 14, 74–81. doi:10.1057/palgrave.bm.2550055


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