The Role of Brand Personality on Integrated Brand Image

Abstract

The increase of competitors makes it necessary to implement some new strategies. The brand is
one of the strategies of this competition. Because having a strong brand can be effective in the
competition. The strong brand is closely related to the preference and persistence of the
consumer. Some of the features of the consumer self-preferred brand more. One of the methods
used to learn the characteristics similar to the consumer itself is the brand personality. Brand
personality is the relation of the brand with the character traits of the brand as the outward
facing of the brand. In addition, creating the personality characteristics of the brand is not
sufficient to compete with the brand should have a positive image. The positive image can help
the company to become an international brand. In this study, it is aimed to determine the role of
the personality trait that the brand must have on brand image. For this purpose, the personality
traits of the brand were determined and the relations between the brand image and the brand
image were examined.