BRANDING | The 5 Dimensions of Brand Personality


In the latest MIYO | STUDIOS post at Fuel Your Branding, read about the five human personality traits that consumers ascribe to brands. The study that was conducted, uncovering these findings, was done by a Stanford professor in 1997.

In a nutshell, the five traits are:

  • Sincerity – down-to-earth
  • Excitement – daring
  • Competence – reliable
  • Sophistication – charming
  • Ruggedness – tough

Follow the link for the full story.

Exit question: Are these still the most powerful traits in the minds of 2010 consumers, or have they changed in the years since this study was done?

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