Contents

• 1. Executive Summary…………………………...……………..2
• 2. Introduction……………………………………………………4
• 3. Literature Review on Brand Personality…………………...5
• 4. Organizational Analysis……………………………………..9
• 5. Recommendations………………………………………….12
• 6. Conclusion……………………………………….………….14
• 7. References……………………………………….…………15

Description

The paper on brand personality is divided into different sections, it begins with literature review. The review of the literature is based on the fact that how brand personality has been used to change consumer behavior. To explain the concept of brand personality, views of researchers and academicians has been taken into account that goes on to explain the importance of brand personality to consumer behavior and increase market share of the product. The next section of the paper is organization analysis of three car companies namely BMW, Lexus and Audi based on secondary research from books and journals. A comparative analysis on brand personality exhibited by three companies has been used to delve into the concept. The third section of the paper deals with recommendations on how the brand personality can be presented to attract the right audience, increase sales and market share of the company. Hence the paper is concluded with a summary on necessity of brand personality and its growing significance in a crowded market.