浅谈杉杉品牌个性建立（Discussion on the establishment of Shanshan brand personality）.docVIP

浅谈杉杉品牌个性建立（Discussion on the establishment of Shanshan brand personality） First, why build brand personality? Brand is the relationship between products and consumers, is a consumer experience. To be truly exceptional, a brand should be built to connect with consumers. If the brand not only has a rational relationship with consumers, but also makes them feel a strong emotional connection, then brand building can be successful. Now the function of products, service quality, increasing homogenization of today, rely on additional emotional ties to distinguish different brands, more often, as long as the master of the consumers of a products emotional needs, can influence their consumption. The establishment of brand personality is the main embodiment of this emotion, establish brand personality is the establishment of a symbol, it can represent the purchase of products and services to consumers, and the idea of the pursuit of spirit; consumer resonance, produce a sense of identity, meet the emotional needs of consumers, is closer to the brand and consumers, enhance the distance reason for consumers to buy, enhance brand competitiveness, loyalty and reputation, which makes the brand development and promotion. We often say that the violent, the prudent; the tender, the lively; the open, the conservative, in fact, all of these is to describe a persons personality. Brand personality is the main reason for attracting human consciousness. Imagine that we can look upon a person as a brand. Shes 28, blond, petite, cute. When you get to know her, you have a deeper relationship, and you will trust her, enjoy her, and miss her when shes not around. Having her company is a pleasure, and you have been deeply moved by her values and concerns, which are similar to the emotional effects of people and brand personality. Generally speaking, human beings like human beings. If you can create a personality for the brand, to meet the emotional needs of consumers, it is easier to move consum