07/08/2020
Vivisum recently conducted a self-funded research study to understand the personalities of major technology brands under the FAANG acronym: Facebook, Amazon, Apple, Netflix, and Google. Our team used this research to explore two main questions:
• What personalities do consumers associate with each brand?
• Which experiences are most influential in shaping brand perceptions?
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Apple Brand Personality
When it comes to Apple, users feel a sense of brand loyalty to its aesthetic features and modern hardware. This adherence to simplicity is occasionally overshadowed by users’ fear of data collection.
Those with positive notions associate the Apple brand personality with the characters of Spock and Dory. Users view Apple’s interface as empowering and useful. Seamless innovation and integration remind users of Spock’s ability to recall and use knowledge at ease. Others characterize the Apple brand personality as Dory; their definition of aesthetics and uniqueness recalls Dory’s fun individuality. These traits conjure feelings of brand loyalty and keep users coming back for more Apple products to integrate into their lives.
Alternately, users believe there are aspects of the Apple brand personality that are manipulative in nature like Ursula or Darth Vader. Users sometimes feel that Apple is taking advantage of them for their data like the scheming Ursula or pulling people into their worldview like Darth Vader.
Although some are worried about Apple’s use of their personal information, most view its iconic products as integral in their lives and technology use. Most believe that the usability and interface of Apple’s products far outweigh their worries, giving them the experience they are promised.
Vivisum’s FAANG study guided respondents through a projective exercise to choose the character that best represents each of the brands. Click on the images below to learn more about Vivisum’s Apple brand personality analysis and how users characterize this popular tech brand.
Patrick Brunell is a Director at Vivisum Partners. Patrick specializes in market research moderation and project management. Email Patrick at patrick.brunell@vivisumpartners.com
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As a seasoned expert in brand strategy and market research, my extensive background in the field allows me to delve into the nuances of the recent Vivisum self-funded research study, particularly focusing on the personalities associated with major technology brands under the FAANG acronym: Facebook, Amazon, Apple, Netflix, and Google.
The article discusses two pivotal questions addressed in the study:
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Consumer Associations with Brand Personalities:
- In the case of Apple, the research reveals that users often express a strong sense of brand loyalty attributed to the company's aesthetic features and modern hardware. The emphasis on simplicity, though occasionally overshadowed by concerns about data collection, resonates positively with users. This dual perception is likened to the characters of Spock and Dory.
- Users associate the Apple brand personality with Spock's empowering and useful qualities, reflecting the brand's seamless innovation and integration. Simultaneously, Apple is perceived as embodying Dory's fun individuality, emphasizing aesthetics and uniqueness. These traits contribute to a sense of brand loyalty, compelling users to integrate more Apple products into their lives.
- However, there is a contrasting viewpoint where users perceive manipulative aspects in the Apple brand personality, drawing parallels with characters like Ursula or Darth Vader. Some users feel Apple may be exploiting their data, akin to Ursula's scheming nature, or pulling them into a specific worldview, similar to Darth Vader.
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Influential Experiences Shaping Brand Perceptions:
- Despite concerns about data usage, the majority of users view Apple's iconic products as integral to their lives and technology use. The usability and interface of Apple's products outweigh these worries, fostering a positive user experience that aligns with their expectations.
- The article highlights that users' worries about data collection are mitigated by the overall positive experiences derived from Apple's products. The brand's ability to deliver on promised experiences fosters a sense of trust and loyalty among consumers.
It's essential to note that Vivisum's FAANG study employed a projective exercise to guide respondents in choosing characters that best represent each brand. This innovative approach provides a nuanced understanding of how consumers perceive and associate personalities with major technology brands.
In conclusion, the Vivisum study not only delves into the surface-level perceptions of these technology brands but also uncovers the intricate dynamics of user sentiments, revealing a tapestry of associations ranging from loyalty and empowerment to concerns about manipulation and data privacy. As an expert in this domain, I find this research to be a valuable contribution to our understanding of brand psychology and consumer behavior in the tech industry.
