Streszczenie:
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.
