The Role of Brand Personality on Consumer Behavior and Branding Challenges in Asia

Abstract

Nowadays, the concept of brand personality has been considered by researchers due to the increasing competition of institutions and companies in meeting the needs and expectations of consumers. Brand personality is all of the human traits that we attribute to brands and it is the central core in customer buying decision, so consumer personality is one of the factors affecting in formation of brand personality. Brands are considered as intangible assets. Institutions and companies that activate in underdeveloped countries and don't have national brand, face with challenges for branding and they can pay special attention to the concept of brand personality for developing brand and strategy of creating a national brand, because a positive national brand provides a competitive advantage and in better word, a competitive identity for a country. This article examines particularly the concept of brand personality and consumer behavior generally and the role of brand personality on consumer behavior and the challenges of branding in Asia.