@article{2016,title={A HYPOTHETICAL SURVEY ON BRAND PERSONALITY},abstractNode={The objective of this study is to put forth the relationship between the human being and the brand personality and to draw attention to the importance of the brand personality as the result of the need to create differentiation in a continuously developing and changing competition atmosphere. In fact defining the personality of a human being and that of a brand are basically driving us towards the same destination. Actually, if the presented definitions are carefully read, it can be observed that similar adjectives have been used. The brand personality notion is based on the hypothesis that the brands carry personality characteristics just like the human beings. The slight difference between them is that brand personalities are the idealized expressions of human personalities. The brand personality which provides advantages such as facilitating the creation of customer perception, contributing to the personality differentiation, directing the communication efforts and developing brand value, can be studied under the two headings - inductive (characteristics approach) and deductive (archetype approach) personality. The process of creating a brand personality requires professional efforts. The theoretical infrastructure which is needed at this point was presented in our paper. Within this context, information regarding the brand concept and its elements were primarily presented, the brand personality was cited as a component of the brand identity and the subject was presented to the reader’s attention by submitting detailed information concerning the dimensions of brand personality and trying to clarify the matter at conceptual level by conducting a literary survey in this field.},author={Kübra KURUOĞLU},year={2016},journal={The Journal of Social Sciences}}