Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. Rip Curl has a very specific brand personality, it a direct reflection of it’s target market. It represents a laid back and relaxed lifestyle, but one of adventure.

It’s Target market being primarily based around youth male and female surf culture. It is essential that the brand personality upholds its well regarded surf culture personality traits. Rip Curl also contributes to its brand personality through its various charity and awareness causes such as “Rip Curl Planet” There website states “Rip Curl Planet is about giving back. It’s about taking the joy we get from the ocean as surfers, and turning it into momentum to help keep that same ocean healthy and clean for years to come.”

Using Freudian theory “Product Personality” Displays a personality theory that see’s consumer purchases as a reflection and extension of the consumer’s own personality

As consumers allow their personal characteristics and attributes to that of the brand, it bounds strength in consumer trust and loyalty to the products and the brand as a whole.