The Nokia and Samsung brand personality
International Journal of Advances in Psychology Vol. 1 Iss. 3, November 2012
The Nokia and Samsung Brand Personality in
China*
Wendian Shi1**, Yanhong Luo2 and Liheng Yang2
Educational School,Shanghai Normal University, shanghai, China
1
Educational School, Ningxia University, Yinchuan, China
2
Email: swd_nx@shnu.edu.cn
Abstract
The purpose of this paper is to study and compare the brand personality of Nokia and Samsung in Chinese situation for brand building reference. This paper investigated Nokia and
Samsung brand personality. Results demonstrated that
Nokia brand personality has four dimensions (Sureness,
Reliability, Agility, Peacefulness), and Samsung has three dimensions (Competence, Sophistication, Agility). The absence of Ruggedness supports the implication of many studies that Ruggedness is a culture-specific factor of United
States in comparison with eastern country. Accessibility and availability of data are the main limitations for application in the future. This paper presents a new approach of optimal choice which used case study of Nokia and Samsung. The paper is aimed at HR and psychological people, especially those who deal with people and provides very useful advice for team management in enterprises.
Keywords
Brand Personality; Brand building; Factors; Mathematical
Modeling
Introduction
As markets continue to mature and competition within industries grows fiercer, companies will not succeed purely on the basis of what products or services they offer (Keller & Richey, 2006). The manufacturers of many of the world’s leading brands expend a great deal of effort putting personality into their brands because brand personality can be an important tool in differentiating a brand from its competition
(Aaker,1997), and strong and differentiated brands significantly enhance firm performance (Colucci,
Montaguti, & Lago, 2008; Madden, Fehle, & Fournier,
2006; Warlop, Ratneshwar, & van Osselaer, 2005).
The Nokia and Samsung Brand Personality in
China*
Wendian Shi1**, Yanhong Luo2 and Liheng Yang2
Educational School,Shanghai Normal University, shanghai, China
1
Educational School, Ningxia University, Yinchuan, China
2
Email: swd_nx@shnu.edu.cn
Abstract
The purpose of this paper is to study and compare the brand personality of Nokia and Samsung in Chinese situation for brand building reference. This paper investigated Nokia and
Samsung brand personality. Results demonstrated that
Nokia brand personality has four dimensions (Sureness,
Reliability, Agility, Peacefulness), and Samsung has three dimensions (Competence, Sophistication, Agility). The absence of Ruggedness supports the implication of many studies that Ruggedness is a culture-specific factor of United
States in comparison with eastern country. Accessibility and availability of data are the main limitations for application in the future. This paper presents a new approach of optimal choice which used case study of Nokia and Samsung. The paper is aimed at HR and psychological people, especially those who deal with people and provides very useful advice for team management in enterprises.
Keywords
Brand Personality; Brand building; Factors; Mathematical
Modeling
Introduction
As markets continue to mature and competition within industries grows fiercer, companies will not succeed purely on the basis of what products or services they offer (Keller & Richey, 2006). The manufacturers of many of the world’s leading brands expend a great deal of effort putting personality into their brands because brand personality can be an important tool in differentiating a brand from its competition
(Aaker,1997), and strong and differentiated brands significantly enhance firm performance (Colucci,
Montaguti, & Lago, 2008; Madden, Fehle, & Fournier,
2006; Warlop, Ratneshwar, & van Osselaer, 2005).
References: Aaker, J., Benet-Martínez, V., and Garolera, J. (2001), Psychology, Vol of Japanese and Spanish Brand Personality constructs”, (2008), Measurement and validity of Jennifer Aaker 's [16] Van Rekom, J., Jacobs, G., & Verlegh, P.W.J. (2006), “Measuring and managing the essence of a brand Colucci, M., Montaguti, E., & Lago, U. (2008), “Managing [6] Keller K L and Richey K (2006), “The Importance of