Success Factors for the Implementation of an Intended Brand Personality: Conceptual Framework and Empirical Study in the Swiss Luxury Industry

The goal of this chapter is to highlight important issues in the implementation of a brand personality. In particular, we focus on important direct implementation activities which are needed to ensure the success of the implementation. A key point, however, is that success also depends on a match between the intended brand personality and the brand personality as perceived by the customer. Thus, for each of the direct implementation activities, customer input is important and necessary. We highlight some key activities that can aid in these efforts; however, this is only a beginning. It is clear that more work is needed to identify strategies for incorporating more customer input into the process. It is our hope that the initial ideas outlined in this chapter provide impetus in this regard.