Brand personalities are given a large amount of focus as it should accurately define the brand to appeal to the target audience. But first of all, what is Brand Personality? Well, Brand personality is the human personification attributed to a brand. It is used to forge relationships and shape the way people feel about their products and the brands itself. whether it be the core five types of brand personalities (sincerity, excitement, ruggedness, competence and sophistication) or a unique personality like Conqueror or Emperor.
Brand personalities are influenced and formed by how the consumer interacts with the brand in certain ways in its:
- Product packaging
Rolex is the largest luxury watch brand with the personality of Emperor. Rolex being the formal timekeeper of Wimbledon with the tagline of “A Crown for Every achievement” connecting to his Emperor personality and the crown of the logo showing that they are the best and head of their niche. Another way that Rolex shows its personality is the people that endorse and the ambassadors of Rolex such as athletes most noticeable Roger Federer who is deemed the best of all time in tennis and is seen wearing one before and after every match and makes it profound in photos which have championship trophies. They go as far as having a tagline for him with the watch that is “Live for Greatness”. Many others have been ambassadors such as Tiger Woods, Phil Mickelson and Lindsey Vonn. Rolex is handmade and made with high priced metals allows for Rolex to be a premium price, unique and limited with 2000 made each day.