Abstract
This paper presents the second phase of research on how respondents perceived brand, old logo, new logo and product personalities. In the beginning, the literature review about the development and applications of Brand Personality Scale (BPS) was presented. The interest was to show how BPS was applied in different cultures and situations. The purpose of research was to find out which personality factors from BPS have the most significant difference in perception of brand, old logo, new logo and product personalities in case studies of seven electronic companies. The paired samples t-tests were conducted between every company's own brand, old logo, new logo and product to determine whether two means were different from each other. Furthermore, the three cross-case analyses were performed to compare different personality pairs of the same company with each other to find out where both samples are significantly different. Finally, four personality factors from BPS with the highest score were selected for the final conclusion.
