Dimensions of Corporate Brand Personality: An Empirical Study on the Leading Bank Brands Operating in Gujarat State of India

Abstract

Brand personality has been defined as the human characteristics or traits that can be attributed to a brand. Corporate brand personality is a form of brand personality specific to a corporate brand. Unlike a product brand personality that typically relates to consumers and user imagery for a specific product brand, a corporate brand personality can be definedin terms of the human characteristics or traits of the employees of the corporation as a whole. A corporate brand personality will reflect the values, words, and actions of all the employees of the corporation. In today's competitive markets a corporate must carefully manage its corporate brand personality. The current study aims to find the application of brand personality in retail banking environment. The findings about corporate brand personality of banks will help bank marketers to improve the projection of their brand personality among customers.