how to make the brand personality traits to better meet consumers（如何使品牌个性特征,以更好地满足消费者的需求）.docVIP

How to make the brand personality traits to better meet consumers Personality psychology is of the psychological characteristics of people, a description of the stable psychological characteristics of the individual gradually formed in the process of psychological development in consumer behavior, personality is to get the customer from the homogeneous commodities lasting selection of the intrinsic qualities of their own products, it is an important factor influencing consumer behavior. Pepsi taken at the beginning of the market is to follow the example of the strategy, that is, from the taste, packaging, promotion of Coca-Cola like painting scoop, focusing on the brand outside the building, results inevitably suffer a setback, and later in the confirmation thorough confrontation with the Coca-Cola brand personality, Pepsi has become the choice of a new generation succeeded in doing with the Coca-Cola differentiation, thus opening up a a new market for consumer recognition. Coca-Cola and Pepsi, two of the world’s most influential brand, if not always, the American spirit and the desire for unlimited, the connotation of the brand new generation of choice “so full of personality do support, so that consumers just from the name, logo even taste this both to differentiate and identify these differences, I am afraid that is very difficult. Although the brand personality experts Gardner amp; Levy (1955 has long been proposed, but has been slow progress in the study of brand personality. Since the 1980s, Sirgy (1982 asked the brand or product should have the personality and Aaker (1997 use of psychological Learning in the “Big Five” personality theory model since the dimensions of brand personality is an exploratory study, many scholars began to get involved in the study of the brand personality, brand personality has become the marketing field of psychological research focus of today’s increasingly more operators realize that in the market a product of the brand pers