Brand Personification

Brand Personification is a type of projective technique when the respondent is asked to attribute certain human characteristics to the brand. It is often easier for the respondent to discuss and contemplate human characteristics than the brand itself. Respondents are asked about the brand as it were a person: how it would act towards other people, its financial status, even its physical features. All those characteristics may assist researchers in understanding the image of the brand and what needs to be changed in order for the brand to become more appealing.