Having a distinctive brand identity or personality aids marketing
Conceptually, the development of the post-WWII world economy has been placed under the aegis of consumption. Indeed, irrespective of the modern models or theories of economic growth – from the old Keynesian model of national income determination (Lindert, 1991) to the mid-1970s Supply-Side Economics (Wanniski, 1978), passing by Milton Friedman’s Monetarism (Friedman, 1968; Södersten, 1973) – consumption has always been considered as the primary driving force in achieving and maintaining economic growth.
Obviously, there is no consumption in the absence of consumers. Consequently, in a market-dominated global economy there is the need to have as many well-off consumers as possible. The better-off they are, the more they are demanding, primarily in terms of the quality of goods and services they buy. This is where the branding process intervenes: in attracting more and closely dedicated buyers for the traded goods and services. More than that, there is a marked tendency towards brands personalisation.
These pages attempt to contribute to ongoing discussions about brand personality. A case study – an acquaintance’s shopping experience – is included in order to substantiate the theoretical approaches.