Brand Personification as an Element of the Brand Communication Process : a Consumer Perspective

Abstract

Introduction: The concept of brand personification as an element of the brand communication process aligns with research focused on the significance of brand personality as a factor of competitive advantage. This issue arises from the increasing importance of non-functional attributes of goods and services in decision-making processes and the unification of brand functionalities within specific product categories. Brand personification helps build strong, often emotional, relationships with customers, stand out in the market, shape identity, and ultimately influence consumer market behaviors. It is also important that personified brands are better able to communicate with customers, as it is easier for them to convey their message and values, which become part of the consumers' identity, affecting their lifestyle.