A Study On Brand Personality

In the 21~st century, what all companies pursue in a strong brand, which is also the advantage in the harsh competition. However, as their abilities are not equal with ambitions if they are guided by the present brand theory, it is the key to brand strategy that the old theory. needs improving. Only if the brand has distinctive advantage over the others can the core value of a specific product be shaped. And the personality is actually the core value .The product's personality, an important sign of its maturity, indicates the professionals have switched their work from unsophisticated manufacture and propaganda to tangible products and intangible value to meet the internal demands of customers. There fore, it can be seen that personality plays an important role in the product's value and maturity . The thesis is focused on how to shape the personality of products. Firstly, it compares the development of domestic brands with that overseas based on the background of study of brand personality . Secondly, it states brand's core value lies in the customized characteristic,buying motive, product diversity and customers; emotional attection based on the source of brand personality . Not only it illustrates the magnificence of brand personality, .but puts forward the idea that brand personality is actually its core value. Finally, it presents five problems in the process of shaping the personality nowadalys, i.e., Unspecific position of brand, lack of spiritual value, inconsistent mode,renewal of old brands and dislocation of traditional marketing theory and brand personality. Through specific examples, it illustrates in detail how to shape the brand personality. The thesis tries to provide more theoretical guidance anal praolical examples to help domestic companies find a better solution to brand strategic development and to speed up their catching up with international companies.