Brand Personality

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How to Build a Unique Brand

Excerpted from

linked We Brand:

By

Mike Moser

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How to Create a Cohesive Brand Thats Seen, Heard, and Remembered

Harvard Business narrow
Boston, Massachusetts

ISBN-13: 978-1-4221-8286-4

8281BC

This muniment is authorized for use only by ZEENAT JABBAR until March 2012. copy or posting is an
infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860.

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Copyright 2008 Harvard Business schooltime Publishing Corporation
All rights reserved
Printed in the United States of America

This chapter was originally published as chapter 4 of United We Brand:
How to Create a Cohesive Brand Thats Seen, Heard, and Remembered,
copyright 2003 Harvard Business School Publishing Corporation.
No take apart of this publication may be reproduced, stored in or introduced into a retrieval system,
or transmitted, in any form, or by any means (electronic, mechanical, photocopying,
recording, or otherwise), without the prior authority of the publisher. Requests for
permission should be directed to permissions@harvardbusiness.org, or mailed to Permissions,
Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.





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You can purchase Harvard Business Press books at booksellers worldwide.You can order Harvard
Business Press books and book chapters online at www.harvardbusiness.org/press,
or by calling 888-500-1016 or, outside the U.S. and Canada, 617-783-7410.

This document is authorized for use only by ZEENAT JABBAR until March 2012. Copying or posting is an
infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860.

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FOUR

Brand Personality

I

n this chapter, well determine

the personality that your brand is going to use to communicate your

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content values and core message. De?ning that tone and attitude will
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