Media Brand Personality as a Part of Brand Identity

This study is aimed at the detection of a correlation between the types of consumers’ personalities and characteristics that are important for them in the persons of media brands. To achieve this goal the author conducts theoretical and empirical researches. Within the theoretical stage author analyzes approaches to the development of the brand identity and media brands in particular, considers the modern concepts of brand personality research, as well as modern typologies of human personalities. The basis for the practical study of media brands personalities, connection between consumers’ characteristics and features of brand personalities, development of recommendations for promoting media brands author chooses Jennifer Aaker ‘s five-factor model of brand personality and the Myers-Briggs MBTI typology. On the basis of the scales describing the "exciting" and "competent" brands personalities of “Vokrug sveta” and " Populyarnaya Mechanica" magazines it was conducted a study to identify the characteristics of magazines personalities that are the most attractive for a variety of psycho-types of D. Keirsey classification. In addition, it is published the results of in-depth interviews conducted by the author. On the basis of the interviews results it is revealed barriers to “Vokrug sveta” brand communication with readers. Also it is developed recommendations for the magazine promotion to young audience, taking into account knowledge about the specifics of different psychological types perception.