Do Brands Predict Male Personalities?

A new book titled "Brand Guy" may explain why brands personally define people.

According to researchers Bill Vernidck and Claire Farber, their research explains how brands can actually predict male personalities. In fact, they classify men into ten "brands," including the following: Bud Guy, Nike Guy, Tom's Maine Guy, Comedy Central Guy, Beemer Guy, Celestial Seasonings Guy, Q-Tip Guy, Red Bull Guy and Abercrombie Guy.

According to their theory, men tend to be loyal to their specific brands and it shapes them as an individual.

"Men are very much what their brands are," Vernick said, via The Cut.

He went on to explain that individuals may create an outer layer of who they would ultimately like to be-hence dressing themselves in certain clothing or designers and buying things to bring about more of who they really believe they are or would like to be.

"It's all stuff we've used in advertising - to sell to a guy, you have to picture what's going on in that guy's house. Like, what music does he listen to? What TV shows does he watch? What's in his medicine cabinet? What kind of car does he drive?" he said.

But what exactly does that mean for each of the "brand guys" listed above. Lets take a look at an example, courtesy of the Daily Mail.

For instance, "Beemer Guy" may be more difficult to impress. According to the news organization, he likes to feel like he's earned his winnings and may buy women expensive gifts in order to catch their attention.

But at the end of the day, we have to ask... Is it really possible to say that brands can or do define a person?

Vernick clears this answer up, courtesy of the Daily Mail.

"We're not equating products with people," he said. "We are saying that the qualities of the product that you like are the same with people."

What do you think? And what are you favorite brands?