Which of the following is an example of a brand trying to change consumer perception of its Brand Personality?

The "I'm a PC" campaign by Microsoft serves as a noteworthy example of a brand attempting to reshape consumer perceptions of its Brand Personality. This campaign was initiated in response to the dominant image of Apple as the innovative and user-friendly alternative in the technology space. By emphasizing the variety, versatility, and reliability of PCs, Microsoft aimed to counter the narrative that branded it as old-fashioned or less appealing.

The campaign featured everyday people identifying as PC users, thereby reinforcing the message that PCs are not just technological devices but also integral to everyday life. This strategic positioning sought to build a brand personality that resonated more with the average consumer, making PCs relatable and reinforcing their robustness and adaptability in a market perceived as increasingly skewed towards Apple's stylish, creative image.

This shift in brand personality was crucial for Microsoft as it aimed to maintain market leadership and appeal to consumers who may have felt alienated by Apple's marketing, thereby fostering a more inclusive and diverse image for the PC brand.