... Brand personality is an emotional brand image, in other words: emotional connection between consumer and brand. Competitors can copy features, services, and distribution channels, but by creating an emotional image of the brand, the company could obtain a really strong differentiator. J. Aaker, a specialist in marketing with a focus ... ... brand strategy, conducted research into brand personalities, and identified the following five dimensions: 1. Sincerity: down-to-earth, honest, wholesome, and cheerful. 2. Excitement: daring, spirited, imaginative, and up-to-date. 3. Competence: reliable, intelligent, and successful. 4. Sophistication: upper