Prestige International Journal of Information Technology and Management
Brand personality has a great influence on brand positioning, buying decision and loyalty of the consumers. A favorable, strong and unique perception of the brand in the mind of customers distinguishes it from those of competitors. Certain brands enjoy high market share and price as they have better perceived quality, greater awareness, strong brand association and higher customer loyalty. Hence, understanding and meticulously creating the personality of the brands plays a vital role in its success and failure.