There are five main types of brand personalities, excitement, sincerity, ruggedness, competence and sophistication. Customers are more likely to purchase a brand if its personality is similar to their own. Some examples of traits for the different types of brand personalities are listed below.

Excitement: carefree, spirited, youthful

Sincerity: genuine, kind, family-oriented, thoughtful

Ruggedness: rough, tough, outdoors, athletic

Competence: successful, accomplished, influential, a leader

Sophistication: elegant, prestigious, pretentious

Thoughts?