A brand relationship

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Does your car have a face? Do you choose masculine-styled furniture because it feels ‘like you’? Giving human attributes to physical objects can operate on several levels and is increasing with the rise of voice technology – we can talk to machines like friends and choose the voice they respond with.

Indeed, in their communications, marketers often portray brands as having human characteristics – such as being a hero or taking care of the consumer. And, in the case of challenger brands, they may be cast as ‘outlaws’ breaking the rules of others in the category.

Many research studies have looked at different aspects of humanising brands and a recent paper has collated these to gain a broader view of this area of consumer behaviour.

Deborah MacInnis, professor of marketing at the Marshall School of Business, University of Southern California, and one of the authors of the review, says she was interested in why people develop intense brand ...