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1、浅谈杉杉品牌个性建立（DiscussionontheestablishmentofShanshanbrandpersonality）First,whybuildbrandpersonality?Brandistherelationshipbetweenproductsandconsumers,isaconsumerexperience.Tobetrulyexceptional,abrandshouldbebuilttoconnectwithconsumers.Ifthebrandnotonlyhasarationalrelation
2、shipwithconsumers,butalsomakesthemfeelastrongemotionalconnection,thenbrandbuildingcanbesuccessful.Nowthefunctionofproducts,servicequality,increasinghomogenizationoftoday,relyonadditionalemotionaltiestodistinguishdifferentbrands,moreoften,aslongasthemasteroftheconsumers
3、ofaproduct'semotionalneeds,caninfluencetheirconsumption.Theestablishmentofbrandpersonalityisthemainembodimentofthisemotion,establishbrandpersonalityistheestablishmentofasymbol,itcanrepresentthepurchaseofproductsandservicestoconsumers,andtheideaofthepursuitofspirit;cons
4、umerresonance,produceasenseofidentity,meettheemotionalneedsofconsumers,isclosertothebrandandconsumers,enhancethedistancereasonforconsumerstobuy,enhancebrandcompetitiveness,loyaltyandreputation,whichmakesthebranddevelopmentandpromotion.Weoftensaythatthe"violent",the"pru
5、dent";the"tender",the"lively";the"open",the"conservative",infact,alloftheseistodescribeaperson'spersonality.Brandpersonalityisthemainreasonforattractinghumanconsciousness.Imaginethatwecanlookuponapersonasabrand.She's28,blond,petite,cute.Whenyougettoknowher,youhaveadeep
6、errelationship,andyouwilltrusther,enjoyher,andmissherwhenshe'snotaround.Havinghercompanyisapleasure,andyouhavebeendeeplymovedbyhervaluesandconcerns,whicharesimilartotheemotionaleffectsofpeopleandbrandpersonality.Generallyspeaking,humanbeingslikehumanbeings.Ifyoucancrea
7、teapersonalityforthebrand,tomeettheemotionalneedsofconsumers,itiseasiertomoveconsumers.Thebrandwillgrow,justasrelationshipsdevelop,anditisoftenthisemotionalaspectthatpromotesconsumerloyaltytothebrand.Personalitycanprovideemotionaldifferencesandexperiences,sothatthebran
8、dwilldevelop.Determinethepersonalitycharacteristicsofhumanpersonalityismainlycomposedoftheirownvaluesandbeliefsanddev
