Journal of Brand Management

, Volume 25, Issue 5, pp 474–487 | Cite as

Personality-driven luxury brand management

  • Klaus Heine
  • Glyn Atwal
  • Sandrine Crener-Ricard
  • Michel Phan
Original Article


This paper combines the brand personality and brand anthropomorphization concepts and introduces the notion of personality-driven brand management especially for the context of luxury branding. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.


Luxury branding Brand identity Brand personality Anthropomorphization 


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Copyright information

© Macmillan Publishers Ltd., part of Springer Nature 2018

Authors and Affiliations

  • Klaus Heine
    • 1
  • Glyn Atwal
    • 2
  • Sandrine Crener-Ricard
    • 3
  • Michel Phan
    • 1
  1. 1.2/F, Global Education Centreemlyon business school, Asian Campus, East China Normal UniversityShanghaiChina
  2. 2.Burgundy School of BusinessDijonFrance
  3. 3.Harvard Business SchoolBostonUSA

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