摘要：AbstractBranding means much more than just giving a brand name and signalling to the outside world that such a product or service has been stamped with the mark and imprint of an organization. Brands are a direct result of the strategy of market segmentation and product differentiation. A brand not only merely acts on the market, but also it organises the market, driven by a vision, a calling and an apparent design of what the category should become. Numerous brands wish only to identify completely with the category of the product, thereby expecting to control it. Today, there is a proliferation of brands in the Indian market. Brands of varying shapes, sizes, texture and many other distinctive features are available based on our choice, tastes and traditions. This varying demand is evident in any brand from the car we drive to the food we take. These brands awake interests in the consumers on the basis of the personalities they hold. Every brand thus, has its own distinct personality that appears to us in a different way in different situations. Hence, it is considered imperative for the study to investigate the significance of brand personality which will be crucial for marketers in their decision making and would eventually frame itself as an important variable for branding success.
