从七匹狼品牌管理案例看品牌个性的塑造

The Shaping of Brand Personality:Fujian Septwolves' Brand Management

福建七匹狼集团在中国繁杂的市场环境中,以独特的视野、差异化的竞争策略,成功地在与男性消费者的营销心智中塑造了狼的个性,培育了“倡导男士族群新文化”的七匹狼品牌个性,使公司在纷繁芜杂的男性消费品中独树一帜,品牌资产得以提升。这种将品牌的主要性格特征全部融入到企业涉及的各行业的现象,在我国工业企业中是十分罕见的。

Thanks to its penetrating vision and successful niche strategies, Fujian Septwolves Group has successfully distinguished itself in the competitive male market through its famous brand image of strong masculine wolves, the symbol of new gentlemen class that Septwolves promotes. The spread of personalities of one famous brand into products of various trades that the producer is involved is a rare case in Chinese industry and therefore merits professional study.