Research On The Consistency And Influence Of Brand Personality In Brand Globalization

With the development of globalization, there are increasing multinationalcorporations focusing on the global market. As a key asset of differentiation inmarketing competition, brand is playing a strategic role in the globalizationmanagement. A brand with a character could offer customers more values throughits unique idea, to get customers’ trust. Multinational corporations take thestrategy of global brand to coordinate the global marketing event at the same timeto achieve a consistent brand image in different market, in order to add the valueof brand. One key aspect of this is the consistency of brand personality. Brandpersonality is conveyed to consumers through marketing strategy, the consumerreceive the signal and form the perception of brand personality. The mainquestions for companies are how to improve consumers’ perception of brandvalue through positioning a clear brand personality, under the circumstance ofdifferent global market background, how do consumers perceive the personalityof a same brand, does any other factors influence the relationship?The focus was on the consumption market of China and Germany, and tookan example of global brand of electronic communication equipment from SouthKorea, it’s a research on the consistency and influence of brand personality inbrand globalization. This research is interested both in business and academy.Firstly, the theoretical analysis about MNC’s management on global brand, thedimension of brand personality and its application on different business andcountries was taken, and it was found that the consistency of consumers’ ownpersonality and brand personality will influence their consume behavior.Based on the theoretical analysis, the conceptual framework of this researchwas established, and followed by the empirical research. The main respondents ofthis research were students and staffs of Donghua University China andReutlingen University Germany, all the responses were filtered by a rule, anddata collection and analysis were conducted. The findings of this research was achieved after the theoretical and empirical analysis:1. the brand of examplegenerally show its brand personality of excitement and competence, however theperception pattern of brand personality varies from China and Germany;2. Brandpersonality can positively affect the consumers’ perception of brand value,including functional value and psychological value, however, the extend of thisrelationship varies from each dimension of brand personality;3. The consistencyof consumers’ own personality and brand personality will positively affect brandvalue on some dimensions, but not all of them, from other dimensions, the greaterthe difference, the higher the perception of brand value. According to thesefindings, some managerial implications are suggested to help companies in brandpersonality positioning. Finally, the limitation and expectation were pointed.