It all starts with sincerity and dedication. Down to earth (family-oriented, small town), honest (sincere, real), wholesome (original), cheerful (sentimental, friendly) come to mind when thinking of the traits associated with this dimension.
The second dimension of brand personality is brand excitement which contains, such traits as playful, daring (trending, exciting), spirited (cool, young), imaginative (unique), and up-to-date (independent, contemporary).
These value requires competence from the management, the marketer as well as people involved in the success of a company. Brands which are competent are known to be reliable, intelligent, and successful.
Who wouldn’t aspire to live the life by sophisticated hero? Sophisticated brands are frequently associated with the upper-class (glamorous, good looking) and have a very charming voice (feminine, smooth).
The scale attempts to assess the degree to which a consumer views a brand as having personality-like characteristics typified by facets such as being toughness and outdoorsy (masculinity)