| Under the condition of that the marketing environment is influenced by highly con-qualified products, more personalized consumer style and sentimentalized consumption ways and beliefs, it has become one core competency for brand promotion and distinguishing and connecting different kinds of consumers to make a distinct personalized brand for the product. With the development of globalization of world economy, different kinds of products with personalized brand will come to China, witch will make our national brands unable to survive or develop. So, it is very important and means too much to our national products to make distinct personalized brands and promote them.This thesis begins with the research of the personality of the brand, its meaning and components based on the previous research, and then introduces some different research ways of the personality of the brand in the research and practices of the western marketing professor. This thesis also gives a simple description of the BDS of personality of the brand, which developed by American scholar Aaker Jennifer lately and some researches on the localization of the dimensions of the brand personality by national doctor Huang. In the chapter 3, the analysis of the value of the brand personality, the resources of the brand personality and the principles to make the brand personality are given firstly; then after the market segmentation, selection of the target market and positioning of the brand, it should take three steps to make a distinct brand personality, which are setting a clear goal of the brand personality and making clear description of the brand personality and the meaning of the words which modify the brand personality plus measuring the differences of the brand personality in the vision of the company and the one of consumers to make sure if they are same. In the chapter 4, this paper takes Shanghai Jinfeng Corp. for example to develop the meaning of the yellow wine culture and connect "shikumen" culture and shanghai culture in order to make a high-grade, delicate, gentle and cultivated brand personality, promoting the grade of the yellow wine, making new concept of yellow wine and activating this traditional product. Based on the previous analysis, in the chapter 5, some problems are put forward during the cultivating of the brand personality of the state-owned enterprises, such as (1) the manager of the state-owned enterprises are lack of the belief of the brand personality; (2) the obstacles of the system of the state-owned enterprises facing the changing environment; (3) lacking of invest on the cultivating on the brand personality; (4) short of human resources of the state-owned enterprises. In order to solve these problems, there are some ways, such as (1) the manager of the state-owned enterprises should quit the out-off fashion belief/believes, and make the strategy of brand to be a basic competent strategies to cultivate a belief of brand personality; (2) the state-owned enterprises should take standard change of the company system, developing a standard structure of the company; (3) the state-owned enterprises should put the invest of research and development in the priority position; (4) the state-owned enterprises should also take some change on the human resources management inside under the belief of that the human being is the first.Though some research on the creating of the brand personality, this thesis tries to give some advices on the solving the problem of the development of the national brand strategy and some help on the using of the brand personality to make our national companies catch on the international companies. |
