Question

Explain how, just like people, brands also have personalities. Select one of the following brands and discuss its personality: Tesla, Apple, Nike, Walmart, McDonalds. Now pick a direct competitor to your selection and compare its brand personality

Answer 1

BRAND PERSONALITY

Brand personality describes the set of human characteristics which is attributed to a brand name. A brand personality is how the brand is perceived by its consumers and how the brand portrays itself.Sincerity ( honest, wholesome, cheerful) Excitement,Competence ,Sophistication (upper class, charming),Ruggedness are the dimensions of brand personality.

APPLE BRAND PERSONALITY

Apple is an American multinational technology company.It is one of the leading market player in the world.that designs, develops, and sells consumer electronics, computer software, and online services.Its  hardware products include the iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod portable media player, the Apple Watch smartwatch etc

The Apple brand personality is about lifestyle;imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology.Its personality focuses on simplicity and the innovation which is most user friendly and heartfelt connection with the customers.Qualities of Apple helps the business man who strive to achieve the goals.Apple fully understands that all aspects of the customer experience are important and that all brand touch-points must reinforce the Apple brand.

MICROSOFT

Microsoft  is an American multinational technology company It develops and manufactures computer hardware and software products as well as smartphones. Also, Microsoft licenses software products for computers.The brand’s promise was ease of access to technology and choices through different devices, and then, as we expanded into more and more businesses, a lot of those businesses took on brand identities of their own. Microsoft has diversified its hardware collection by working with OEMs to get Windows 10 on more devices, from entry-level to premium.

According to both Apple and Microsoft once they were together and after breaking into two brands they were using different brand strategy and having different personality.Apple's had a reputation for offering high-end devices with the best hardware and performance, while keeping a tight leash on the iOS and MacOS ecosystems and Microsoft focusing on the windows .Microsoft has recently developed a similar approach to Apple. It's developed a line of high-end, premium devices targeted at Apple's demographic.Both brands have its on personality in branding but some times some points will be most favorable to the customers positioned brand.