Abstract:

Brand personality is very important because it can be used as a string marketing tool. It can be described as human characteristics projected into a brand and the concept originated in human psychology. Because of the differences in personalities within cultures, there has been a need to examine the brand personality construct from an international perspective. The purpose of this paper is to describe the personality of the brand Apple from the perspective of Slovak consumers. An online survey with a sample of 229 Slovak consumers was carried out with the main goal to describe Apple as a person, characterize the friends of the brand and suggest hobbies of the brand. Apple is seen as a strong brand, young, smart and creative, s someone who likes to do sports, likes technology and travels a lot.Friends of such person are of similar nature - intelligent, young and creative. It is in accordance with the overall image of the brand communicated worldwide no major differences in brand image and brand perception were found.