The article examines brand identity attributes that are expressed in the form of "faces" and brand characters. Brand identity using "faces" or characters is formed in the process of advertising communication. The author analyzes examples of advertising campaigns that demonstrate the advantage of using "faces" or brand characters in terms of personalization of the brand and perception of its identity.

Translated title of the contributionAdvertising Characters as a Tool for Brand Identity Perception
Original languageRussian
Title of host publicationБрендинг как коммуникативная технология XXI века
Subtitle of host publicationМатериалы VI Международной научно-практической конференции. Часть 1
EditorsА.Д. Кривоносов
Place of PublicationСПб.
PublisherИздательство Санкт-Петебургского государственного экономического университета
Pages88-91
ISBN (Print)9785731048330
StatePublished - 1 Mar 2020
EventVI Международная научно-практическая конференция «Брендинг как коммуникативная технология XXI века»
 - Санкт-петербург, Russian Federation
Duration: 27 Feb 2020 → 28 Feb 2020
https://unecon.ru/info/vi-mezhdunarodnaya-nauchno-prakticheskaya-konferenciya-brending-kak-kommunikativnaya

Conference

ConferenceVI Международная научно-практическая конференция «Брендинг как коммуникативная технология XXI века»
Country/TerritoryRussian Federation
CityСанкт-петербург
Period27/02/20 → 28/02/20
Internet address

    Research areas

  • BRAND FACES, BRAND CHARACTERS, ADVERTISING COMMUNICATIONS, BRAND PERSONALIZATION, brand identity

ID: 52403761