摘 要
继品牌定位之后，品牌个性理论成为营销研究领域的又一热点。许多学者，包括企业都意识到品牌个性对于消费者的偏好形成有着重要影响，从而影响消费者的购买行为。鲜明的品牌个性是产品从众多同类中脱颖而出的法宝，而不同自我概念的消费者偏好不同的品牌个性这一现象也是企业进行品牌管理，产品定位，销售设计的指明灯。
重视品牌定位，强调品牌个性正成为我国企业现在及未来的发展趋势。然而，现有的相关资料表明我国对于品牌个性的研究才刚刚起步，因此企业在运用的过程中势必会存在许多问题。因此，本文试图参考国内外相关文献，在文献述评的基础上加以理论探索，并结合相关案例，就品牌个性在定位中的应用以及我国企业在这一方面所存在的问题进行研究.
关键字 品牌个性理论 产品定位 市场应用
Analyze the Application of Brand Personality Theory in Positioning
Abstract
Following brand positioning, brand personality theory has become another hot spot of marketing research field. Lots of scholars, including enterprises are aware of the significant impact of the brand personality theory on consumers’ preferences formation, thus affecting consumers’ buying behaviors. A distinctive brand personality is the key to make products outstanding form the peer, and the phenomenon that different customers prefer different brand personalities also lights the way for enterprises in brand managing, positioning and marketing strategy designing.
Emphasizing brand positioning, underlining brand personality is becoming the present and the future developing trend of China’s businesses. However, existing data indicates that China’s brand personality has just started, which definitely has a lot of problems. This essay is going to discuss the application of brand personality in positioning pointing existing problems among Chinese businesses in regard by doing theoretical exploration on the basis of review of literature, combining with case study as well.
Key words Brand personality theory Product positioning Market application
目 录
摘 要
Abstract
1、绪论……………………………………………………………………………………………………………. 1
1.1、研究目的和意义…………………………………………………………………………………… 1
1.2、研究的理论意义…………………………………………………………………………………… 1
2、品牌个性的相关文献回顾……………………………………………………………………………….. 2
2.1、相关的理论概述…………………………………………………………………………………… 2
2.2、品牌个性理论的发展过程………………………………………………………………………. 3
2.3、品牌个性的价值…………………………………………………………………………………… 4
2.4、品牌个性的来源…………………………………………………………………………………… 5
3、品牌个性应用的案例分析……………………………………………………………………………….. 6
3.1、消费者感知下的品牌个性定位………………………………………………………………… 6
3.2、成功定位的品牌的实例………………………………………………………………………….. 6
3.4.1、上海金枫酒业—石库门…………………………………………………………………. 6
3.4.2、李宁—-西方设计凸显东方元素………………………………………………………. 7
4、品牌个性理论在品牌定位中的应用策略…………………………………………………………….. 7
4.1、基于消费者认同进行个性选择………………………………………………………………… 7
4.2、基于消费者独特性需求塑造独特风格……………………………………………………….. 8
4.2.1 为品牌打造独特风格……………………………………………………………………… 8
4.3、基于消费者认知设计品牌传播方式………………………………………………………….. 8
4.4、品牌个性的维护…………………………………………………………………………………… 9
5、结论……………………………………………………………………………………………………………. 9
参 考 文 献……………………………………………………………………………………………………. 10
