Human characteristics in a brand

When someone meets anyone they are being evaluated by their looks and judged within seconds, after a few minutes of conversation, an even stronger impression can be made, a good first impression, like having a strong hand shake or presenting yourself in a good way, is crucial in any social situation. In the world of business, brands are being judged in the exact same way as humans, a customer is often able to provide a list of attributes to describe the personality of a particular brand. The purpose of this study is to provide a better understanding about human characteristics in a brand in order to reach this purpose, research questions focusing on the brand personality and how companies achieve brand attractiveness were stated resulting in a conceptual framework that was used to guide the study's data collection. A qualitative, case study approach was used using interviews at two service companies in India, one tourism oriented company one consulting company situated in India is chosen. The study shows that brand personality can be created and enhanced in a way that suits the company and it also shows that there are great possibilities to develop the visual elements of a brand in order to make it more attractive.