Final answer:
Firms that use symbols, colors, or characters to convey their personalities engage in image differentiation. This strategy creates a recognizable brand identity in the consumer's mind using distinctive visuals.
Step-by-step explanation:
When firms use symbols, colors, or characters to convey their personalities, they are using image differentiation. This strategy involves creating a distinct image that sets the company apart from its competitors in the eyes of the consumers. For example, the use of specific colors, such as the red and white of Coca-Cola, characters like the Geico Gecko, or symbol like the Apple logo for Apple Inc., help these companies to create a recognizable identity associated with their brand. Image differentiation is a key element of brand strategy, aiming to create a unique impression in the customer's mind.