Brand Personality Scale

1. Feature Apple Samsung OnePlus
Positioning Statement
Premium technology for the
discerning user.
Innovation for everyone.
Flagship experience at an
accessible price.
Target Audience
• Tech-savvy professionals
• Design enthusiasts
• Status-conscious individuals
• Broad audience
• Value seekers
• Tech enthusiasts across
demographics
• Tech-enthusiasts
• Early adopters
• Price-conscious consumers
Key Differentiators
• Innovation: Cutting-edge
technology & design
• Exclusivity: Premium image &
controlled distribution
• User Experience: Seamless
integration & user-friendly
interface
• Diversity: Wide range of
products across price points
• Innovation: Focus on features
across categories
• Value: Competitive pricing for
comparable specs
• Value for money: Flagship
features at a lower price
• Speed: Emphasis on fast
charging technology
• Community: Strong user
engagement and co-creation
Perceived Brand Image
Premium, high-quality, innovative,
user-friendly, status symbol
Innovative, diverse, reliable,
trustworthy, value for money
Value-oriented, tech-savvy,
innovative, fast, strong
community
COMPANY BACKGROUND

2. BRAND PERSONALITY SCALE ANALYSIS (1/3)
APPLE SAMSUNG ONEPLUS
Down to Earth 3.05 3.61 3.47
Family-Oriented 3.47 3.91 3.47
Small Town 2.05 3.61 3.26
Honest 3.86 3.68 3.31
Sincere 3.83 3.66 3.30
Real 4.01 3.87 3.51
Wholesome 3.90 3.73 3.48
Original 4.17 3.90 3.29
Cheerful 4.03 3.81 3.56
Sentimental 3.79 3.57 3.18
Friendly 3.71 4.00 3.94
Daring 4.04 3.96 3.62
Trending 4.52 4.23 3.75
Exciting 4.30 4.09 3.62
Spirited 4.00 3.96 3.73
Cool 4.30 4.01 3.75
Young 3.90 3.71 4.06
Imaginative 4.01 4.06 3.64
Unique 3.78 4.06 3.52
Up to Date 4.17 4.22 3.87
Independent 4.16 4.17 3.62
Contemporary 4.30 4.09 3.96
Reliable 4.38 3.95 3.42
Hardworking 3.94 4.05 3.81
Secure 4.49 3.73 3.27
Intelligent 4.32 4.16 3.69
Technical 4.27 4.04 3.79
Corporate 4.47 4.16 3.62
Successful 4.64 4.26 3.78
Leader 4.58 4.13 3.43
Confident 4.49 4.18 3.65
Upper Class 4.65 3.86 3.25
Glamorous 4.61 3.90 3.21
Good Looking 4.45 4.22 3.82
Charming 4.38 4.00 3.78
Feminine 3.86 3.60 3.35
Smooth 4.57 3.86 3.69
Outdoorsy 3.82 3.97 3.78
Masculine 3.88 3.81 3.69
Western 4.51 3.84 3.58
Tough 3.81 3.86 3.70
Rugged 3.64 3.87 3.52
Overall Average 4.07 3.94 3.59
Apple:
• Reliable
• Trending
• Successful
• Leader
• Upper
Class
• Smooth
Samsung:
• Up to date
• Independent
• Successful
• Trending
• Good
looking
OnePlus:
• Young
• Friendly
• Contemporary
• Good Looking

3. APPLE SAMSUNG ONEPLUS
Down to Earth 2.86 3.71 3.40
Honest 3.90 3.74 3.37
Wholesome 4.03 3.81 3.38
Cheerful 3.84 3.79 3.56
Daring 4.29 4.10 3.67
Spirited 4.06 3.90 3.85
Imaginative 3.90 4.06 3.58
Up to Date 4.21 4.16 3.82
Reliable 4.27 3.91 3.50
Intelligent 4.35 4.12 3.70
Successful 4.57 4.19 3.62
Upper Class 4.57 3.99 3.42
Charming 4.27 3.82 3.61
Outdoorsy 4.07 3.87 3.68
Tough 3.72 3.86 3.61
BRAND PERSONALITY SCALE ANALYSIS (2/3)

4. APPLE SAMSUNG ONEPLUS
Sincerity 3.62 3.76 3.43
Excitement 4.13 4.05 3.74
Competence 4.40 4.07 3.61
Sophistication 4.42 3.90 3.52
Ruggedness 3.93 3.87 3.65
BRAND PERSONALITY SCALE ANALYSIS (3/3)

5. Brand Personality: Overall Analysis
• Write the overall analysis of Brand Personality for Apple, Samsung
and OnePlus based on the data.

6. Brand Concept Map: Apple
Brand Concept Map: Apple
Central Node: Apple
Core Associations:
•Innovation: Cutting-edge technology, pioneering spirit, always pushing boundaries
•Design: Sleek, minimalist, aesthetic appeal, user-centered design
•Premium: High quality, exclusivity, high price point, status symbol
Secondary Associations:
•Technology: Advanced features, powerful performance, reliable hardware
•Simplicity: User-friendly interface, intuitive experience, seamless integration
•Creativity: Enabling creative expression, fostering professional work
•Luxury: High-end materials, craftsmanship, attention to detail
•Status: Owning an Apple product signifies success and sophistication
•Exclusivity: Limited availability, emphasis on brand loyalty
Connecting Lines:
•Innovation connects to Technology and Design, highlighting Apple's focus on creating new and user-friendly technology with a
distinct aesthetic.
•Design connects to Simplicity and Premium, emphasizing the brand's commitment to creating products that are both visually
appealing and easy to use, while also commanding a premium price.
•Premium connects to Luxury and Status, highlighting the association of Apple products with high quality, exclusivity, and social
status.
Appl
e

7. Brand Concept Map: Samsung
Central Node: Samsung
Core Associations:
•Innovation: Cutting-edge technology, diverse product range, constantly evolving
•Diversity: Wide range of products, caters to various needs and budgets
•Reliability: Durable products, trustworthy brand, dependable performance
Secondary Associations:
•Technology: Advanced features, competitive specs, focus on performance
•Value: Competitive pricing, good feature-to-cost ratio, offers alternatives across price points
•Choice: Multiple product options, caters to individual preferences
•Performance: Powerful hardware, smooth user experience, efficient functioning
•Trust: Established brand, reliable customer service, consistent quality
•Innovation across categories: Applies innovation in various product categories beyond smartphones, like TVs and home appliances
Connecting Lines:
•Innovation connects to Technology and Diversity, highlighting Samsung's commitment to developing new technologies and applying
them across various product categories.
•Diversity connects to Value and Choice, emphasizing Samsung's ability to offer different products at various price points, catering to
diverse needs and budgets.
•Reliability connects to Trust and Performance, highlighting Samsung's reputation for creating durable and dependable products that
deliver consistent performance.

9. Brand Concept Map: OnePlus
Central Node: OnePlus
Core Associations:
•Innovation: Flagship-level specs at competitive prices, focus on cutting-edge features
•Speed: Fast charging technology, smooth performance, efficient software
•Value: Excellent price-to-performance ratio, offering high-end features without the premium price tag
Secondary Associations:
•Performance: Powerful hardware, smooth user experience, ability to handle demanding tasks
•Community: Strong and engaged user community, focus on co-creation and feedback
•Tech-savvy: Caters to tech-enthusiasts and early adopters, focus on enthusiast features
•Transparency: Open communication with users, involvement in community discussions
•Customization: Ability to personalize and optimize user experience
Connecting Lines:
•Innovation connects to Performance and Value, highlighting OnePlus's focus on offering flagship-level specs at a more affordable
price point, pushing the boundaries of what's possible in that price range.
•Speed connects to Performance and User Experience, emphasizing the brand's commitment to delivering a fast and smooth user
experience through fast charging technology and efficient software optimization.
•Value connects to Community and Tech-savvy, highlighting how OnePlus caters to a tech-savvy audience who appreciate the value
proposition the brand offers and are actively involved in the community discussions.

10. Innovation Community
Speed
Value
Customization
Transparency
Young
Flagship
Performance
Tech Savvy

11. Brand Communication
Feature Apple Samsung OnePlus
Core Message Innovation meets simplicity.
Experience the future of
innovation, everywhere.
Unleash the power within.
Communication Style
Minimalist, aspirational,
emotional storytelling.
Informative, feature-focused,
diverse.
Direct, community-driven,
transparent.
Key Channels
Controlled channels (Apple
stores, website), limited social
media presence.
Broad spectrum (TV, online
ads, social media, influencer
marketing).
Digital-first (social media,
online communities, influencer
marketing).
Focus of Communication
Emotional connection, user
experience, premium design.
Features & benefits, innovation
across categories, value
proposition.
Speed, performance,
community engagement,
"flagship killer" image.
Examples
Sleek product videos
highlighting human
connection, minimalistic social
media posts.
Feature-rich ads showcasing
diverse product range,
celebrity endorsements.
Community-driven content,
user testimonials, "unboxing"
videos.