Open source brands and their online brand personality

Technological advances and increased consumer power has given rise to the emergence of open source (OS) brands. Although consumers play a significant role in determining how the brand will be perceived by others, this does not, however, mean that brand mangers do not have a role to play in guiding and shaping OS brands. Numerous studies have shown the importance of developing a brand personality that resonates with brand users. This article extends the understanding of the OS brand concept by developing and implementing an OS ranking scale, and thereafter analysing the brand personality of the highest ranked OS brands. Quantitative descriptive research was employed, using content analysis of the brands’ websites. The research found that although OS brands have their own distinctive personalities, the personality trait of sincerity underlies the brand personality of OS brands. The article provides academics and practitioners with a tool to evaluate the extent to which a brand may be classified as OS and, following the determination of the brand personality of the 10 most highly ranked OS brands, provides guidelines on how brand custodians can guide the personality of their brands in an environment in which consumers increasingly influence brand communication.