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Bachelor Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, University of Vienna, language: English, abstract: This bachelor thesis should give an overview of brand personality, as an important part ofbranding. Going through historical periods before the 20th century up to present day, I will tryto present the development of brand personality through different phases. The main focus ofthis bachelor thesis will be on Aakers model of brand personality, as she was the first authorwho developed brand personality scales.