Brand Personality and Global Branding
“Some global brands are characterized differently in different parts of the world. For example, in Italy, Spain, and the UK, the Apple iPhone is viewed as a
Seductress, but in Australia it is a Joker, and in Japan, a Dreamer. This discrepancy highlights the many factors that influence a brand’s personality. “
Address the following questions
• What is brand personality and how it is manifested?
• How does the literature on brand personality determine how brand personality adds value a brand and what are its limitations?
• Explain with examples, either from Apple or elsewhere, why a global brand would adapt its brand personality in different markets?