Abstract:
The globalization has lead to an increasing importance
of branding in creating competitive advantages for
companies . This project will focuses on consumers'
perceptions of brand's personality of mobile serv1ce
brands . Brand personality is described as the set of human
characteristics associated with a brand. The brand
personality that a company wants to mediate to consumers
and the brand personality that consumers perceive sometimes
mismatch. As with human personalities, personality traits
associated with a brand tend to be relatively enduring and
distinct. In the study, first we will see that how brands
are created and maintained in general. Then we will look at
the concept of brand identity which consists of two
components brand positioning and brand personality. We will
focus on brand personality and framework of brand
personality. This study sees how the brand owners could use
brand personality as a way to build and maintain Pakistani
cellular phone service brands. The aim with this research
will be to see what brand personality mobile phone service
providers give to their brand and what image does consumer
perceive about that brand personality.
The research was conducted at four companies in
Pakistan e . g. Mobilink, Ufone , Paktel , Instaphone.
Interviews were taken from these companies to identify
their brand personality variables. Then a survey was
conducted using a questionnaire from the users to rate
these personality variables. After gathering data
comparison was made between the users and the service
providers to see the gap between the two values.
Ill
The research found that brand development and
1Ytaim:enance is a complex process and little attention is
paid by the companies . The organizations Mobilink anQ
raktel were equipped with personnel who take care of their
brand, further these organizations corporate identi tv was
found closer to public image. Ufone and Instaphone were
little behind in this matter. Further all mobile phone
companies were giving similar kind of personalities to
their brand that ' s why Users were found giving mixed
attitude as they couldn ' t differentiate the personality
variable from others.
IV
