Brand Who? Teaching Students the Value of Brand Personality. (November 2013)

• Record Type: Journal Article
• Authors: Grumbein, Adriane
• Is Part Of: Journal of advertising education. Volume 17:Number 2(2013)
• Page Start: 43
• Page End: 50
• Publication Date: 2013-11
• Subjects: Advertising -- Study and teaching -- Periodicals; Advertising -- Study and teaching -- United States -- Periodicals; Electronic journals; Periodicals; 659.1071
• DOI: 10.1177/109804821301700207
• Languages: English
• ISSNs: 1098-0482

Abstract

Although both academics and professionals agree personality is a significant component of modern branding, it can be difficult to communicate this somewhat esoteric concept to students. However, it is perhaps even more difficult to show the practical value of scholarly research. Brand Who? is a free, downloadable tool for determining brand personality that consists of a deck of trait cards and five personality posters. Based on academic research, this pseudo card game is an easy, tangible way to teach students to understand and implement brand personality. Professors can use the tool to engage students and discuss the concept of brand personality. Brand Who? is also a valuable tool for hands-on advertising classes, helping students to define their client's brand personality and focus their campaign. Additionally, the fun, approachable design also demonstrates the practical value of academic research in the classroom.