Case Assignment: Look at the two branding cases: Philips and Apple, as well as the brand personality article. Supplemented with any other articles relevant to these two brands, address the following issues:
Briefly describe the branding and positioning strategies of Apple and Philips. Do they build brand loyalty? If so, what emotions are involved?
How would you describe the brand personalities of Apple and Philips? Explain why you believe the personality represents each brand.
What are the similarities between the two branding efforts? What are the differences?
If you are a brand manager, what can you learn from these two cases?