The brand’s messaging, imagery, and overall marketing efforts will reflect this identity. Consistency in conveying this personality is vital. There are five primary types of brand personality ...

Brand personality drives everything the company ... brand archetypes define a set of 12 universal character types that a ...

Brands provide different types of benefits to consumers. Often a major distinction is made between three basic categories of benefits: (1) functional, (2) experiential, and (3) symbolic brand benefits ...

The type A personality — also sometimes referred to as "The Director" — is known for being competitive, driven, hardworking, and impatient, says neuropsychologist Sanam Hafeez, PhD ...