The Research Of Brand Personality Of China Premium Infant Formula Milk Powder

With the coming of the globalization, the principle part of marketing have been transferred from corporation to brand, brand management have been becoming the key decisive point of company development.Brand power have been the dramatically part of core competitive ability of company, consisting with the core competitive ability.The power of brand have the permanent, unique appealing power differentiating with the competitors efficiently, could offer customer even more, not easily substituted releasing value.Especially in the complicated changing and dynamic competitive environment, understanding and managing the brand of company becoming the key issue of marketing strategy and strengthen the coreability of corporation.The 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 researchs on the localization of the dimensions of the brand personality by national doctor Huang.The thesis focusing on the development of China's market of the premium infant milk powder, compared and analyzed the branding strategy and successful experiences of branding marketing, domestic and global well-known brands included. As a sample, introduced the creation , development Nestle and Yili's brand personality.