“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?
Source: https://www.millwardbrown.com/Libraries/MB_POV_Downloads/Millward_Brown_POV_Brand_Personality.sflb.ashx
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