Measuring brand personalities of universities of Islamabad

Abstract

Brand personality is very important for any organization. As it is the perception of the customers about a brand. Companies spend a lot of money to know about their brand personalities. As if they have a keen knowledge of brand personality than they can use it to improve their product and with the help of this knowledge they can enhance their revenue generated by sales of their products. Brand elements help customers to understand the meaning of a brand. They also help the owners of the brand to create an awareness of their brands in the minds of the consumers. This study intendsto find the brand personality of different universities ofIslamabad and how brand elements are having an impact on the brand personality of these universities. In this research, we are using four brand elements like brand experience, brand logo, brand communication and brand equity. Theresearch goes through all relevant literature available to assess the data on brand personality, brandexperience, brand logo, brand communication and brand equity. Furthermore, the research goes through a quantitative data analysis that comprises of the testing brand personality and elements by examining the data which we get through a survey. The research population includes studentsand faculty member of different universities of Islamabad. The research further provides recommendations and implications for brand personality and how brand experience, brand logo, brand communication and brand equity are affecting it based on the devised results from the quantitative research.