The personification assessment revealed that our participants generally have a mixed but positive image about Samsung. According to the Aaker Brand Personality scale, it appears that Samsung is high on several factors - elegant, competent, extroverted, and action-oriented.

Samsung's artistic and edgy side could be due to the creative technology it offers, from the best camera to easy-to-use applications to classy, attractive colors and designs. Samsung was also described as one who is always driven and had achieved a global success mostly for its uniform presence across the globe. Probably because it is perceived as one of the market leaders in smartphone space apart from its arch competitor Apple. Due to Samsung's positioning as a company and brand that strives to offer a high-quality product and best in class technology over the years all in a palm-size device. They command not just premium prices for its flagships phone but affordable prices for its other product range, it is looked upon as a person who is Classy, Flashy, Productive, and one who drives profits.