Body Shop

Executive Summary

Brand personality can be termed as the human characteristics which are with a brand. This is a symbolic attachment with the brand. Brand personality helps in improving the brand preference for consumers and their purchase behaviour. It doesn’t depend upon a low or a high involvement of a customer. This report has tried to search for different brand personalities of 3 organizations i.e. Apple, Nokia and Samsung. We have presented literature review on the concept of brand personality and how it is related with brand preferences with consumers. Brand personality also affects consumer purchase decisions. We have tried to study the brand preferences of these 3 organizations and gave some suggestion on where to improve upon as endorsements as well as strength of brand arguments can help us those to get better associated with end customers.

Contents

Executive Summary 1

Introduction 3

Literature review of Brand Personality 3

Brand personality analysis 6

Apple 6

Brief introduction of the Apple 6

Brand personality of the Apple 6

Nokia 6

Brief introduction of the Nokia 6

Brand personality of the Nokia 7

Samsung 7

Brief introduction of the Samsung 7

Brand personality of the Samsung 7

Recommendation 7

Conclusion 8

References 9

Introduction

The term “brand” has started from only a few decades. This creates a difference between products and services. It creates an entity which is more than product as it caters to both tangible as well as intangible factors. Brand creates a sustainable competitive advantage and has become a very critical concept in this dynamic business environment. Any brand has multiple factors attached to it like brand symbols, brand logo, brand associates, name. These all create brand awareness. These factors also make up for brand personality for any brand. Brand personality has been defined by Baker as the complete profile of a brand which is characterized by the human profiling associated with the...