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A mental representation of a retailer (store) based on human traits, such as friendly, annoying, enthusiastic, irritating, or honest. Identity-Based Consumer Behaviour, Self-Congruity, and Retailer-Consumer Relationships: A Literature Review.

Essentially, the brand personality guides marketers on how to talk about and display their product or service to the public. For brand imagery, marketers may analyze their audience to determine what methods of visual imagery best appeal to them.

Brand personality is a set of human characteristics that are attributed to a brand name. Companies should accurately define their brand personalities so they resonate with the right consumers. A company's brand should aim to elicit a positive emotional response from a targeted consumer segment.

While brand identity is the collection of elements that a company creates to portray an image to its costumer, brand personality refers to the characteristics and emotions customers associate with a brand.

Nike has an active lifestyle, inspirational, exciting, cool personality. Nike-as-a-person would be exciting, provocative, spirited, cool, innovative, aggressive, and into health and fitness. Since the 1980s, Nike has been endorsing the very best athletes across a wide variety of sports.

The term brand personality refers to a set of human characteristics that are attributed to a brand name. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.

The brand personality is used to shape the tone and voice for all brand communication, including advertisements, packaging, the brand name and more. Brand positioning is a way to make an issue, such as breastfeeding, occupy a particular space in the audience's mind. It is a way to make the issue stand out.