Main Article Content
The research objectives (1) to study the use of brand personality in Advertisement of Milk products’ companies. (2) how Kindergartens and (3) Pre-teenagers perceive the brand personality. (4) to find out the differences between Kindergartens and Pre-teenagers perception. The researcher selected Foremost and Dutch Mill which both own a big market share. By interviewing these companies brought out a clearer picture of their brand personality and how they see their competitors by collecting information with Projective Technique through children drawings their behavior and the consumption habit of the children and their family. The research indicates that Television Commercial Advertising is mostly used as the way to communicate to their target group which is the parents or the person who has the decision to buy in the family. Therefore the brand personality is conducted by either the personality of parents or the personality of the children. There are 4 types of brand personalities that children expressed from viewing the commercials: 1. Sincerity 2. Excitement 3. Ruggedness 4. Competence. “Sophistication” is the personality that never been formed in this research. In addition, children also viewed brand personality in term of age and sex paralleled to their own age and sex. The relationship of children and brand are positive in this finding.