Brand Personality

Brand personality is the set of traits of people attribute to a product as if it were a person, Brand personality changes over time. If you look at the top five most stylish brands in 1990's compare to what consumers now a days consider the top five stylish brands they are completely different ones. Forging a successful brand personality often is key to building brand loyalty.

Brand personality is a statement about the brand market position. Volvo faces a problem where the consumers don't see the brand they way it makers intend them to and they must attempt to reposition the product. The problem of the swedish manufacture is that their consumers associate their cars with safety, but the drivers don't see them as a sexy or exciting car. This makes hard to sell a sports car, and limiteds your potential customers. Volvo has been trying to change his image for years, but it hasn't been working so far.

Volvo keeps trying to change its image into a sexy brand. Volvo call it's new model the Naughty S60, and to launch the car in Europe, the company hosted underground parties in London, Paris, Milan, Berlin, and filmed a series of experiments. More than 3000 people were secretly filmed and measure guests' naughtiness, conformity, daring, confidence, curiosity and desire.