{"id":1293,"date":"2022-01-20T11:47:41","date_gmt":"2022-01-20T15:47:41","guid":{"rendered":"https:\/\/intermarketresearch.com.ar\/?p=1293"},"modified":"2022-01-20T11:47:41","modified_gmt":"2022-01-20T15:47:41","slug":"the-personality-of-the-brand-and-the-help-of-archetypes","status":"publish","type":"post","link":"https:\/\/intermarketresearch.com.ar\/?p=1293","title":{"rendered":"The personality of the brand and the help of archetypes"},"content":{"rendered":"

Brand personality<\/strong> is one of the pillars in the constitution of a brand identity.<\/p>\n

It is a set of human characteristics associated with a brand that includes not only personality traits but also sociodemographic data, physical appearance and lifestyle<\/p>\n

Just like us \u2013 humans \u2013 personality is what allows a brand to obtain a space in the social.<\/strong><\/p>\n

A brand without personality is something little or not at all desirable for the consumer.<\/p>\n

While brand personality can help communicate a product attribute \u2013 and thus contribute to a functional benefit \u2013 primarily it has the power to create an emotional bond with the consumer and\/or create a personal expression benefit, so that whoever chooses it, expresses through it their own personality, be it real or aspirational.<\/p>\n

Furthermore, personality is distinctive and enduring<\/strong>, forming part of the basis for brand differentiation<\/strong>, especially in categories where brands are similar in product attributes.<\/p>\n

 <\/p>\n

\"marcas\"<\/p>\n

Whether it is about developing a new brand or updating the positioning of an existing one (understanding positioning as the part of the brand identity that will be communicated), it is important to ask yourself the following questions:<\/p>\n