Shaping the brand personality of the 10 Steps.docVIP

 PAGE \* MERGEFORMAT 22 Shaping the brand personality of the 10 Steps In the brutal competition in the market where the products have a brand personality, consumers are often willing to buy, why? Because brand personality in line with the consumer inside the deepest feelings, in order to trigger the expression of human potential motivations of consumers, making it choose to represent their own personal brand, thus bringing the brand value to the fore. In other words, the brand personality is the core of the performance of brand value, in order to enhance the brand value, we must create a distinctive brand personality, otherwise, the brand will be flooded in the market, not from an ocean of waves. As the master of Ogilvy Advertising has said: ‘final decision on the brand’s market position is the brand’s own personality, rather than trivial differences between products’, in fact, he said the brand personality is the brand personality. So, how to shape the brand personality do? I mainly from the following 10 steps to elaborate welcome for discussion. A first step, familiar with the brand personality traits. Brand personality is the brand of human performance, it has personified the uniqueness of the brand, if one is not human-oriented brand meaning and symbol, then the brand will lose its individuality. Thus, the brand’s personality traits is a person’s personality traits are determined by the same time, familiar with these features, be conducive to shaping the brand personality. The brand personality is characterized by a multi-faceted, which is mainly manifested in the following four characteristics: (1) The brand personality is inherently stable. In general, the brand personality needs to maintain a certain stability. Because of the brand personality is a stable and lasting hold the key to customer psychology, but also the brand image and consumer experience a combination of resonance point, if there is no inherent stability of the brand, and the