The Research On The Personalized Image Design Of Original Brand "SANTOS"

Since1955, Gardner&Levy firstly put forward the term “Brand Personality”，research on brand personality theory has developed slowly. Until1997, Aaker presentedthe famous concept of Dimensions Brand Personality. This’s the first time to studypsychology theory into the theory of Brand Personality，Since then, research on the BrandPersonality has become one of the focus of marketing and psychology。According to theclassical theory of personality psychology，Brand Personality is a set of personalizedperception which brand showed to consumers. Different characteristics give to consumersdifferent information，and these information is obtained from the brand visual image.Therefore, successive personalized features of the brand image has become a powerfulmeans to promote marketing. Based on this, this article through the analysis and summaryof the original brand "SANTOS" practice process, to understand the connotation of thepersonalized brand visual image;and discussion of the basic principles of the personalizedbrand visual image and driving force; and interpret how to shape the visual image of thebrandpersonality. In a word, it’s in order to reach the final goal to promote the brandpersonality and build brand value。...