Branding

Brunel University MA Design And Branding Strategy

DM5098B Brand Personality Creation Through Advertising Design

Panagiota Maria Dolka - 002394/1 1

Brunel University MA Design And Branding Strategy

DM5098B Brand Personality Creation Through Advertising Design

Panagiota Maria Dolka - 002394/1 2

Brunel University MA Design And Branding Strategy

DM5098B Brand Personality Creation Through Advertising Design

Panagiota Maria Dolka - 002394/1 3

ACKNOWLEDGMENTS

This dissertation which was an interesting but also stressful experience seems a

particularly good occasion to express my appreciation to all those who helped and

supported me on my writing and learning. I would especially like to thank my

supervisor, Dr. Ray Holland, for his valuable advice, generous time and support.

There are many other people who contributed to this dissertation in many ways. My

sincere gratitude goes to my family, all my friends, and fellow students for their love,

inspiration and support.

Brunel University MA Design And Branding Strategy

DM5098B Brand Personality Creation Through Advertising Design

Panagiota Maria Dolka - 002394/1 4

Brunel University MA Design And Branding Strategy

DM5098B Brand Personality Creation Through Advertising Design

Panagiota Maria Dolka - 002394/1 5

Brunel University MA Design And Branding Strategy

DM5098B Brand Personality Creation Through Advertising Design

Panagiota Maria Dolka - 002394/1 6

EXECUTIVE SUMMARY

Brand personality is one of the core dimensions of brand equity. Brand personality

refers to the emotional side of a brand image. It is created by all experiences of

consumers with a brand, but advertising plays a dominant role in personality creation.

In this paper I explore the ways that brand personality is created through the design

of printed advertisements. The research is based on advertisements of fashion

brands and food & drink brands. Understanding how brand personality is created

through advertising design is essential for the improvement of the design and thus

the effectiveness of communication between the advertising agency and client

partnership.

Brunel University MA Design And Branding Strategy

DM5098B Brand Personality Creation Through Advertising Design

Panagiota Maria Dolka - 002394/1 7

ABSTRACT

In this paper I develop an understanding about how design in printed advertisements

creates the personality of the brand. The research is based on the importance of

advertising design in communicating the brand and its personality to the target

market and to the understanding of the creative strategy that is used in

advertisements, which help to communicate the brand effectively.

The research includes information from interviews, questionnaires and focus groups

which was provided by consumers and advertising agencies. The objectives of the

dissertation are to understand consumer's opinions about brands and

advertisements, to understand how advertising agencies work, what their beliefs are

and what the relationship with their clients is and finally to choose, describe and

review several brands and their personalities in comparison with their