The Beauty of Humanizing Brands in Marketing Communication

The three factors in the marketing communication context as the spokesperson, message and channel is vital in affecting the purchase intention of a consumer. In the Sri Lankan context, the marketers of the personal care brands had put more effort on selecting the spokesperson the most while the consumers tend to give prominence to the message in determining their purchases.Brand personification has become one of the most salient aspect used in the marketing communication context in designing the message. Reflecting a human like character in the brand aims to attract the consumers in a unique manner with the brands. This becomes more vital in the case of brands to which the consumers are personally attached to. Hence, the personification alone wouldn¿t be sufficient as the means of personifying and the most suitable aspect to be personified in the brand is also needed to be identified. This book will present its findings by identifying the most suitable personality dimension to be associated with the personal care brand selected.