Brand PersonalityIn 1997, Aker defined brand personality as "the set of human characteristics associated with a brand." (Aker, 1997). Cold Stone began in 1988 as a "new ice cream concept", and although it was not the first ice cream mixing company (Eli Protony), it managed to create the buzz necessary to generate a public image. be a leader. The fresh ingredients used in their stores, combined with the style of their employees and their "song-like" welcome line, give the place a happy, exciting and youthful atmosphere, especially considering the acrobatic way in which their counters are filled with ice cream. The store's image goes far beyond that of an ordinary ice cream parlor; it's a place that will definitely make you happy. They will sing to you, dance, jump and smile and finally give you an incredibly delicious treat. In 2002, Cold Stoned partnered with the Make-A-Wish Foundation to launch a charitable program funding over $100,000. This was clearly aimed at giving the company a social, caring and generous character, especially since the program went very well and in 2003, Cold Stone was the first company to raise up to 340 000 USD for the Make-A-Wish Foundation. The company further emphasized its socially responsible image, and in 2004 and 2005 it managed to raise more money. The company has managed to be perceived as the “good” ice cream company. In 2006, Cold Stone launched into “smoothies” and succeeded in taking the lead in the booming smoothie market, giving it a company image that was always renewed, current and intelligent. The “love it love it” campaign launched in 2007 was about the love and passion for ice cream. The promotion focused on the emotional side, it was about how much people would like... middle of paper ... everyone's social approval would increase, and this could have a positive impact on the self-respect of customers, as being positive for the environment. If these campaigns focus on customers as a social responsibility and engage customers by creating a community that respects the environment and healthy eating, customers, their personal satisfaction and their level of loyalty engagement would increase. Advertising because Cold Stone wants to build a strong customer relationship, it launched mobile. coupon program, in which customers can text the word cream to a certain number and then get a free scoop of ice cream. this way of advertising was intended to increase sales in the store. Cold Stone has been successful in using mobile marketing and promotion. The 'love it love it' campaign was launched by Cold Stone, to test customers' love for ice cream. each cold stone advertisement has its own story.