# Brand Personality ### Understanding Brand personality is a concept within the field of relational marketing and is defined as a set of human characteristics associated to a brand. > According to Eliott (R. Elliott, “Existential consumption and irrational desire,” European Journal of Marketing, vol. 31, no. 3/4, pp. 285-296, 1997.), *consumers do not buy consumer products for their material utilities but consume the symbolic meaning of those products as portrayed in their images.* 3 important ways in which a brand personality functions for users: 1. As a vehicle to express functional benefits of a brand. 2. As a reflective symbol of the self of the consumer. 3. As a medium to establish consumer-brand relationship. ### Zoom Personality After knowing the effects of brand personality for the users, next step is to decide brand personality. Generally, it can be the characteristics which a brand has or the brand aims to have or maybe a mix of both. As a product is always evolving just like humans the personalities also evolve with time. In both the cases the personality for a brand comes from the product and the characteristics of the kind of users the product is made for. These two things go hand-in-hand as an ideal product has the same values as per the target user base. So keeping these points in mind, Zoomcar when communicates with it's user wants to always ensure that, the product is: ![](https://2356004247-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-Lbc6L-VCMDVnzwwpCOK%2F-LnuzwexXfqordsU3lc-%2F-LnvDtS5l0KyYM5ieyn3%2FPersonality.jpg?alt=media\&token=33cced61-06d5-47cf-8e42-7c38928d7697) --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://zoomuxd.gitbook.io/drift/voice-and-tone/brand-personality.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.