Brand identity personality and image: A study on Apple and Samsung

Missions of the companies are to be ahead of their competitors and make a difference on their customers' mind. The most important element to come true of this goal is ''the brand''.The first condition of creating a powerful and strong brand is creating a brand identity which is appropriate for product and service. The personality of the brand is created after the identity which was already created. The concept of brand personality says that brands have personalities like individuals. Consumers evaluate the brand with the identity of the brand and personality characteristics. The sense of the brand in the minds of the consumers is called the brand image.The main purpose of this study is to emphasize the importance of the brand image and personality for consumers and uncover the impacts of personality dimensions on individuals. This study has been analyzed with the data which comes from the surveys and the hypothesis which were established for the research. The study shows that the personality dimensions of Appel and Samsung mobile phones have a positive effect on customers.