Creation Of Brand Personality Through Advertising

ACKNOWLEDGMENTS
This dissertation which was an interesting but also stressful experience seems a
particularly good occasion to express my appreciation to all those who helped and
supported me on my writing and learning. I would especially like to thank my
supervisor, Dr. Ray Holland, for his valuable advice, generous time and support.
There are many other people who contributed to this dissertation in many ways. My
sincere gratitude goes to my family, all my friends, and fellow students for their love,
inspiration and support.
EXECUTIVE SUMMARY
Brand personality is one of the core dimensions of brand equity. Brand personality
refers to the emotional side of a brand image. It is created by all experiences of
consumers with a brand, but advertising plays a dominant role in personality creation.
In this paper I explore the ways that brand personality is created through the design
of printed advertisements. The research is based on advertisements of fashion
brands and food & drink brands. Understanding how brand personality is created
through advertising design is essential for the improvement of the design and thus
the effectiveness of communication between the advertising agency and client
partnership.
ABSTRACT
In this paper I develop an understanding about how design in printed advertisements
creates the personality of the brand. The research is based on the importance of
advertising design in communicating the brand and its personality to the target
market and to the understanding of the creative strategy that is used in
advertisements, which help to communicate the brand effectively.
The research includes information from interviews, questionnaires and focus groups
which was provided by consumers and advertising agencies. The objectives of the
dissertation are to understand consumer’s opinions about brands and
advertisements, to understand how advertising agencies work, what their beliefs are
and what the relationship with their clients...