Brand Equity And Brand Personality: A Literature Review And Future Research Directions

Abstract

In recent years, the ideas of brand equity and brand personality have become prominent in the fields of brand studies and management. Brand equity, a pivotal metric, symbolizes the inherent value of a brand within the competitive marketplace. It provides insights into how a brand is valued when compared to its competitors, acting as a measure of its strength and influence. On the other hand, Brand personality reflects how consumers perceive a brand's character. The primary purpose of this paper is threefold. Firstly, it aims to meticulously review the existing theories and frameworks related to brand equity, unraveling its intricate components. Secondly, it delves into brand personality, shedding light on its various dimensions and how they shape consumer perceptions. Lastly, the paper seeks to explore the potential interplay between brand equity and brand personality, attempting to understand how one might influence the other. The study indicates a link between brand equity and brand personality. However, it emphasizes the need for more detailed investigation and offers suggestions for subsequent studies.