is as if lsquo making the brand come alive rsquo ........

Principles of Marketing Management Product Decisions

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is as if ‘ making the brand come alive’.

brand personality

brand image

brand audit

brand value

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Explanation:

The term brand personality refers to a set of human characteristics that are attributed to a brand name. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This personality is a qualitative value-add that a brand gains in addition to its functional benefits. As such, a brand personality is something to which the consumer can relate.
Brand personality is a framework that helps a company or organization shape the way people feel about its product, service, or mission. A company's brand personality elicits an emotional response in a specific consumer segment, with the intention of inciting positive actions that benefit the firm.