... this context, 'personality' is used to refer to when a brand has a set of core values that "give the brand personality and an emotional connection that drives trust and loyalty with the audience" (as stated in Davis (2009), p52)). It can be seen that the encoder uses the brand's personality and its links to family and friendship to appeal ... create an emotional connection between its product and the consumer. It is also been made clear that the brand's success can be attributed to the fact that it has stayed true to its roots by retaining its early-founded identity and ideology, t...

• Word Count: 2659
• Approx Pages: 11
• Has Bibliography
• Grade Level: Graduate