Research On The Application Of Aaker's Brand Personality Dimensional Model In The Automotive Interior Market

Brand positioning is an important theory in brand research. Many scholars enrich and extend the brand personality positioning theory by the concept of brand, personality dimension, and application research in recent decades. As consumers become increasingly personalized brand personality are becoming more and more important in the competition. The theoretical and practical significance of brand personality are becoming increasingly significant.The paper tries to build the brand personality model of automotive interior market, based on literature study, model building, case analysis, model correction and other methods.Based on the concept of brand positioning, the paper first reviews and collects the latest research at home and abroad, in addition, points out the methodology in studying brand positioning of China. The Paper designs the characteristics of Chinese brand Personality dimensions model combining with the research results at home and abroad and meanwhile relying on the brand Personality model of Aaker. The Paper chooses automotive interior market as an example to analyze. We have visited Guangzhou, Zhengzhou, Linyi, Hangzhou and Shanghai in order to collect 360 effective data of consumers from automotive interiors market. This Paper modifies the model according to the results in order to improve the constructed model.Through the above analysis we can get the following conclusion:First, from the view of model application, the revised model of Aaker's brand personality dimensions will split into nine dimensions:"plain" "good faith" "family" "joy" "fashion" "reliable" "ability" "noble" "strong". The innovation is that the sub-dimensions have been restructured by changing their order and combination. Second, a brand in the automotive interior market should express the core value of "safe, reliable, and genuine" to its customs. It is suggested to focus on the function, style and other side to transfer the brand value. In view of the different market segments we can choose different characteristics to support so that the brand image can be built better. Third, the research shows that sub-dimensions of the new dimensions are relatively concentrated. A new dimension is concentrated in one former dimension, which prove that the Aaker's brand personality dimensions include five dimensions is reasonable.