论品牌个性的塑造策略

On the mold strategy of brand individuality

在市场竞争越来越激烈的今天,产品同质化现象越来越严重,要想在激烈的市场竞争中夺取消费者的心智,就要注重品牌个性的塑造。美国著名品牌策略大师大卫.艾克(David Acker)曾在品牌形象论中提出:"最终决定品牌的市场地位的是品牌总体上的性格,而不是产品间微不足道的差异。"因此,对于消费者而言,品牌个性已成为某品牌区别于其他品牌最重要的特征。在此背景下,介绍了品牌个性的内涵,并论述了品牌个性的意义,从而提出品牌个性塑造的策略。

Market competition has become more and more intense today, and the product homogenization phenomenon is getting more and more serious, if we wants to capture consumer＇s mind in the intense market competition, we must pay great attention to the brand individuality mold. American renowned brand strategy master David Acker once in the brand image discussion proposed： ＂What decides the finally brand market station is its brand individuality as a whole, but not the negligible difference between the products.＂ Therefore, to the consumer, the brand individuality has become the that one most important character brand distinguishes with the other brand. Under this background, this article introduced the brand individuality connotation, and elaborated the brand individuality significance, thus proposed the brand individuality mold strategy.