A Comparable Study Of Enterprise Brand Personality At Home And Abroad

Products become more and more homogeneity, consumption form turns more and more personality, consumption concept and manner get more and more sensibility. Thus vivid brand anthropomorphize characteristic has become one effective weapon merchants use to differentiate brand and communicate consumers in such a marketing background. But people have studied it less. This paper studies and compares dimensionality and strategy of the brand personality at home and abroad from the angle of culture and communication. Also, this paper researches the configuration, form, development, communication mechanism of brand characteristic and bring forward some advice and countermeasures about brand characteristic.The study shows the brand characteristic at home and abroad is both uniform and inimitable. There is a big gap between the brand in China and international brand about strategies, such as time management, personality element, and brand relation. Enterprises in China should have their own brand personality from lots of aspects, such as tactic management, 24 hours track, global culture and conformity marketing.