What is brand personality?

Brand personality is a set of human characteristics that are attributed to a brand name. It is something to 
which the consumer can relate and an effective brand will increase its brand equity by having a consistent set of traits.

The following are five main type of brand personalities and their respective traits:

1. Competence: Successful, accomplishment, influential, a leader
2. Sincerity: Genuine, kind, family-oriented, thoughtful
3. Ruggedness: Rough, tough, outdoors, athletic
4. Excitement: Carefree, spirited, youthful
5. Sophisticated: Elegant, prestigious, pretentious