What does brand personality aim to convey about a product?

Brand personality aims to convey the idea that a product embodies a set of human-like traits, which allows consumers to form an emotional connection with it. This concept goes beyond mere physical attributes or functional features, tapping into the feelings and values that consumers associate with the brand. By portraying the product as more than just a bundle of tangible qualities, it cultivates a relatable identity that resonates with target audiences, thereby fostering brand loyalty and engagement.

In contrast, focusing on physical attributes alone would limit the understanding of what differentiates the product in the market. Emphasizing only the price would reduce the product's appeal to a transactional basis and overlook the emotional engagement that drives consumer choices. Lastly, while customer service quality is important, brand personality encompasses a broader spectrum, including emotional appeal and identity, which can influence how customers perceive and relate to the brand.