Beruflich Dokumente
Kultur Dokumente
Axe
• Seduction, masculinity, inviduality,
unconventionality
Marlboro
• Masculinity, freedom, adventure
Levi’s
• Rebellion, sensuality, being cool
Example: Spinz
Young
Modern
Active
Outdoor
Cheerful
Friendly
• Some examples…
– Apple’s bitten apple
– Nike’s swoosh
– MetLife’s Peanuts character
How it creates brand equity?
The ways brand personality can create brand
equity are summarized by 3 models: