In order to contest the increasing competitiveness in the global market, with an endless proposal of brands and products that satisfy the same need or desire, brand managers should try to highlight their brands from the other ones. In a market full of global brands, consumers give more value and are looking more for local products with unique characteristics, which is an open door for local brands. As each individual differs from other through its personality, brands can also be distinguished and differentiated from other brands through personality. Consequently, it is important for managers to know which factors influence the perception of Brand Personality and which Brand Personality is perceived by consumers in order to be able to manage it. In this context, the main objective of this study is to determine the personality of the brand and identify the main determinants of the perception of the Brand Personality Azores. A questionnaire was administered to potential consumers with more than 18 years. The results revealed that Brand Personality is explained by the following variables: Brand Experience, Brand Trust and Region of Origin. The variables BRiC and BESC did not reveal to determine the Brand Personality, and Price did not also reveal to be a moderating variable between the different explanatory variables and Brand Personality. These results highlight the importance of conditioning variables in formation and consolidation of Brand Personality. On the other hand, these results underline the importance of strategies that define the personality of the brand in order to differentiate from other brands, which is to build sustainable and competitive advantages and distinguishing features

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