Brand personality creation through advertising – A study on food & beverages brands Banerjee Sonali*, Saha Sunetra*, Yadav Parul** *Asst. Professor, Department of Marketing and Sales Amity Business School, Amity University, Noida, Uttar Pradesh, India **Asst. Professor, Department of Behavioral Science, Amity Business School, Amity University, Noida, Uttar Pradesh, India Online published on 20 June, 2013. Abstract The research paper represents the ways through which brand personality is created by advertisements of food & beverages brands. 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 the experiences of a consumer with a brand, but advertising plays an important role in personality creation. The research is based on the importance of advertising in communicating the brand and its personality to the target and to the understanding of the creative strategy that is used in advertisements, which help to communicate the brand effectively. In the present study some of the most common brands have been taken such as Pepsi, Coke, Lays, Kurkure, Sunfeast and Britannia so that the respondents can relate to the brand. 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 brand and the customer. Since brands tell a story within advertisements, the discussion on this paper is based on how design in advertising communicates the brand and its personality. The discussion includes advertisements of the six chosen brands and their description as well as a variety of comments. Top Keywords Brand personality, Advertising, Brands, Food & Beverages, Brand Image, Brand Equity). Top |