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Case Study
Review this article on brand personality:
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research. 24:4(March):343-72. Available 5/5/12 through ProQuest database.
1. How do consumers relate to this brand?
2. Do they feel loyal?
3. What emotions are involved?
Your assignment:
Check out Apple and MatsSoft’s websites for information about each company and their products and services.
http://www.matssoft.com/?r
http://www.apple.com
Look at the two branding cases above: MatsSoft and Apple, supplemented with any other articles relevant to these two brands, and address the following issues:
(1) Briefly describe the branding and positioning strategies of Apple and MatsSoft.
(2) How would you describe the brand personalities of Apple and MatsSoft? Explain why you believe the personality represents each brand.
(3) What are the similarities between the two branding efforts? What are the differences?
(4) If you are a brand manager, what can you learn from these two cases?
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