Communicating Brand Personality: Research, Challenges, and Opportunities

Brands have become key assets for the success of companies, and brand personality is emerging as a decisive factor in establishing stronger relationships and emotional bonds with consumers. The communication of brands therefore aims to project consistent messages capable of positioning the desired personality in consumers’ minds. Communicating brand personality is a complex process that goes beyond simply advertising the product’s characteristics. This chapter provides a novel approach to the construction of brand personality from a communication perspective. First, we identify the three main challenges facing communication strategies aiming to project brand personality. Second, guided by research published in the last ten years, we present guidelines pointing to the elements of communication that have specific effects on the perception of brand personality. The findings provided in this chapter support the strategic value of communication practices to project brand personality and the contribution of different communicative elements in shaping the overall perception of brand personality.