Abstract

Competing brands of consumer products are known for their distinct personalities, which are reflected in their unique design languages. Personalities help them communicate their brand values and distinguish themselves from their competitors. However, do consumers correctly perceive the personalities that brands intend to convey? What factors does this perception depend on? Is there a standard method that product designers can use to decode the personalities of competing brands? This study analyzes brand personality from a design perspective by seeking answers to these questions. Shampoo bottles from leading brands are used as stimuli. We find that perceived brand personality aligns with core values and, interestingly, is not significantly influenced by factors, such as gender, age, familiarity, or consumer type. We propose a quick and novel method for identifying brand personality that addresses the shortcomings of conventional attribute-rating methods. By mapping category-specific attributes to selected products, this method provides clear insights, enabling product designers to assess the competitive landscape of any consumer product category.