Brand personality - Brand personality as a way of developing
and maintaining Swedish brands

Abstract: This study focuses on how the brand owner could use brand personality as a
way to build and maintain Swedish brands. To be able to get a picture of
this, the research in this study has been aimed to look at what kind of
brand managers there are, the brand positioning statements, the perceived
brand personality and the way it is communicated through print ads. The aim
with these research questions has been to see how the brand personality fit
in with the positioning statements and the communication through print ads.
The research was conducted at three case study companies in the North of
Sweden. The result from these case studies shows that there are no official
brand managers or any clear brand personality program. The case study
companies did not have a clear perception of their brand personality, but
they all had clear positioning statements, and from this an intuitive
perception of the personality.