A Survey on the Brand Personality of TOSHIBA in Comparison with four other Relevant Global Brands in Iran

Researches show that customers attribute different human characters to products. Correspondence of this attribution with the personality of customer could have a critical role in product selection and consequent success of a brand. This article is a descriptive survey on comparison of the brand personality of TOSHIBA with four other famous brands in the IT market of Iran. All needed data is collected by means of a questionnaire designed based on Jennifer Aaker’s model. This survey discovers the current brand position of TOSHIBA in the market that might be utilized in future strategic planning of the company. Besides, results show that extensive advertisement, wide domain of products, brand extension, and background image of a company are of the most important parameters constructing the personality of a brand in Iran.