Brand Personality Creation Through Advertising

In this paper I develop an understanding about how design in printed advertisements

creates the personality of the brand. The research is based on the importance of

advertising design in communicating the brand and its personality to the target

market and to the understanding of the creative strategy that is used in

advertisements, which help to communicate the brand effectively.

The research includes information from interviews, questionnaires and focus groups

which was provided by consumers and advertising agencies. The objectives of the

dissertation are to understand consumer’s opinions about brands and

advertisements, to understand how advertising agencies work, what their beliefs are

and what the relationship with their clients is and finally to choose, describe and

review several brands and their personalities in comparison with their

advertisements. Since brands tell a story within advertisements, the discussion on

this paper is based on how design in print advertising communicates the brand and

its personality. The discussion includes advertisements of the sixteen chosen brands

and their description as well as a variety of comments.

My main aim is to enhance advertising design in creating brand personality. This will

be done by the creation of a model that will explain an effective interaction between

advertising agencies and their clients. This leads to the improvement of the

partnership and to the effectiveness of brand personality creation through advertising

design.

Bibliography

Belch, George E. (2004) Advertising and Promotion: an integrated marketing

communications perspective, The McGraw Hill

Helen Vaid (2003) Branding. Brand strategy, design and implementation