Brand personality is a set of traits consumers assign to a product or a brand and to which they can relate to. The bigger the brand equity, the more consistent and qualitative the set of traits that complement it. A brand’s personality can just as easily as a person’s be divided into 5 key elements, that being openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism. The first stands as a brand’s orientation towards novelty and innovativeness, the second refers to the organizational level of the company, whether it is disciplined, and precisely structured. Further on, extraversion shows how the company acts in the surroundings of others, such as is it assertive and does it seek for stimuluses when being surrounded
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The same goes for agreeableness, the plans and projects on which the company works on are strictly confidential and do not necessarily comply with the industry’s trends. The last but not least is neuroticism, which is low when it comes to Apple, as it is an amazingly stable company that is rarely critically affected by external and internal events. All of this will be explained in the following …show more content…
At this level, individuals forms attitudes to be able to comply with another individual or a group. These are individuals who most often do not form an attitude until others in their close surrounding do so. Most often, they are older family members who do not have a large technological knowledge or those people who consider other individuals or groups have an advantage in forming better opinion than themselves. Consumers with this level of involvement can often be seen switching brands as new smartphones launch (for example: they may have purchased a Samsung Galaxy S4 when it launched, then switched to an iPhone 5 when a new series was put to sale, and then again switched to Galaxy S5, and so on). They often have one or two Apple products and show uncertainty or attitude changes when asked by different individuals or groups are they satisfied with
The same goes for agreeableness, the plans and projects on which the company works on are strictly confidential and do not necessarily comply with the industry’s trends. The last but not least is neuroticism, which is low when it comes to Apple, as it is an amazingly stable company that is rarely critically affected by external and internal events. All of this will be explained in the following …show more content…
At this level, individuals forms attitudes to be able to comply with another individual or a group. These are individuals who most often do not form an attitude until others in their close surrounding do so. Most often, they are older family members who do not have a large technological knowledge or those people who consider other individuals or groups have an advantage in forming better opinion than themselves. Consumers with this level of involvement can often be seen switching brands as new smartphones launch (for example: they may have purchased a Samsung Galaxy S4 when it launched, then switched to an iPhone 5 when a new series was put to sale, and then again switched to Galaxy S5, and so on). They often have one or two Apple products and show uncertainty or attitude changes when asked by different individuals or groups are they satisfied with