Persona-fied brands : managing branded persons through persona

Delphine Dion (1) , Eric Arnould (2)

1 ESSEC Business School
2 SDU - University of Southern Denmark

We investigate how the concept of persona can be used in managing brand persona-fication. Based on interviews with informants working across the gastronomy sector, we examine the characteristics of the chef persona, and the role that chef persona plays in restaurant management. We differentiate persona-fied brands from other human brands, we dimensionalise the chef persona, and we identify two possible models of brand management through persona: (1) the distributed or fragmented persona-fication of the brand, which is based on a disjunction of different facets of the brand persona, each embodied in different persons; and (2) the unified persona-fication of the brand, which is based on the conjunction of the different facets of the brand persona. Here, the persona is embodied in a single person who embodies the different facets of the brand persona. Our analysis surfaces theoretical resonance with the performative turn in marketing scholarship.

Mots clés: Brand personification; performativity; persona; human brand; retail experience; luxury; restaurant

Domaines: Economies et finances; Gestion et management

Delphine Dion, Eric Arnould. Persona-fied brands : managing branded persons through persona. Journal of Marketing Management, 2016, 32 (1-2), 121-148 p. ⟨10.1080/0267257X.2015.1096818⟩. ⟨hal-02313429⟩