THE PERSONALITY OF THE BRAND WJ ACCESSORIES: AN INVESTIGATION BASED ON THE BRAND PERSONALITY SCALE

Abstract

This research is based on the relationship between brand and consumer, which is transmitted by the strategic marketing actions, positioning and brand identity, which reflects the characteristics of its personality. The aimed this research is to investigate brand personality. Which having the reference of the brand Brusquense that sells artifacts made in leather by WJ Accessories. Punctuating as specific objectives the levels of its personality that is presented by Brand Personality Scale developed by Aaker (1997) and adapted to the Brazilian marketing context by Muniz and Marchetti (2005). The study methodology is characterized as an exploratory-bibliographic research, descriptive and quantitative, counting as self-filling questionnaires as a data collection instrument. The results were achieved by applying the Brand Personality Scale to the target audience of the brand in question. Concluded that some aspects of their personality are more perceptible, overlapping the others. Thus, highlighting the personality of the brand built by their actions marketing and communication. These, it was possible to identify that the personality of WJ Accessories is with greater intensity Chic, Elegant and Sophisticated. As well as it was possible to realize how much each dimension of its personality describes the brand WJ Accessories.