Emotionality of brands

Although much debate exists as to the clear conceptualisation of brand personality, research acknowledges empirical links between the dimensions of brand personality and those purported to measure human personality (in particular, the big five theory). A review of the current literature on the topic of brand personality recognises that the focus is shifting from simply building brands to more clearly understanding the relationship between brands and the consumer. As such, an opportunity exists to expand the current theoretical framework of brand personality by reassessing the way in which brand personalty is constructed and recognising the potential for this construct to include an Emotional Intelligence based dimension. The importance of recognising the emotional components of brands is evident for specific products and services (for example, health care). Hence, the inclusion of Emotional Intelligence based competencies in future research into brand personality can only enhance the marketability of these brands to consumers and resultant consumer-brand relationships. The research has implications for both brand theorists and brand practitioners with potential emphases on both brand building concepts and analysis of consumer reactions to the brand. In this instance the focus is restricted to reviewing opportunities for brand building enhancement.