Brand communication and brand personality

Incorporating the results of marketing research and personality, communication and relationship theories, the investigation focuses on the extent to which brand communication in advertising can be structured around the "brand personality" concept. The project also involves the development and testing of new brand management tools. Brand managers are questioned in order to evaluate the market prospects of the advisory tool. Existing brands are used to test the benefits of the tool. Students of the ZHAW School of Applied Psychology (former HAP) and the University of Zurich are working on the project as part of their qualification requirements. A pilot project was carried out in 2004, and the tool was tested with two brands (clothing and beverage brands). The results were presented to and discussed with brand managers. The 2005 phase was supported by the Swiss National Science Foundation (Do-Re programme). The objective of this phase was to validate the tools further and to evaluate their impact on brand management and brand consulting. The 2006 project phase was supported by the Suzanne and Hans Biäsch Foundation.