Final answer:
The statement is false; marketers often imbue brands with distinctive personalities to foster an emotional connection with consumers, aid in brand recognition, and create brand loyalty. This is evident in the strategic use of logos and frequent large investments in advertising by dominant companies like Coca-Cola and Pepsi to maintain their positions in the market.
Step-by-step explanation:
The statement that marketers typically do not think of their brands as having their own distinctive personalities is FALSE. In contemporary marketing, brands are frequently anthropomorphized, meaning they are ascribed human characteristics and personalities to create a distinctive identity. This strategy helps in establishing an emotional connection with consumers and is crucial for brand recognition and brand loyalty. An iconic example is Apple's bitten apple logo, which symbolizes simplicity and innovation and embodies a lifestyle of creativity and sophistication.
Furthermore, strong brand personalities can act as a deterrent to competition because creating a comparable brand narrative requires significant investment and risk. Large advertising budgets by established brands like Coca-Cola and Pepsi create barriers to entry for new competitors.
Significant investments in advertising not only facilitate the development of a brand personality but also shape consumer perceptions, which in turn helps companies to maintain a competitive advantage in the market. Hence, marketers pay special attention to the creation and maintenance of brand personalities as it significantly impacts consumer behavior and the success of the product.