Brand and Marketing : Building a Brand Personality[Marque et Marketing : construire la personnalité d’une marque]

The article argues that a brand goes far beyond simple identification and acts as a strategic driver of value creation. It relies on both tangible dimensions (product, quality, price) and intangible ones (symbols, culture, imagery) that shape overall consumer perception. Brand personality, notably explained through Kapferer's brand prism, enables sustainable differentiation in consumers' minds. This perception is built through coherence between product design, visual identity, communication style, and in-store experience. In today's experiential and interactive economy, brands must stage experiences, engage in dialogue with consumers, and foster an internal brand-oriented culture to strengthen trust and brand equity.