植入式营销中的品牌个性塑造

A Research on the Figuration of Brand Personality in Product Placement

品牌个性在创造品牌差异化、增强消费者与品牌间的情感沟通、追求消费者品牌认同和增加品牌资产方面具有重大价值。通过系统化分析的方法,认为植入式营销在塑造品牌个性上具有柔性、充分、剧情化等诸多优势。植入式营销中的情境植入方式能够通过演员自身的移情作用、演员塑造的角色的移情作用以及情景中的行为表现等三条路径对植入产品(品牌)的品牌个性进行充分塑造。最后给出了企业使用植入式营销进行品牌个性塑造的一些建议。

Brand personality is of great values on creating brand differentiation,enhancing affective relationship between consumers and brand,pursuing brand identification and increasing brand assets.Comparing with other methods of shaping brand personality,product placement has the advantages of its softness,sufficiency and contextual exposure.Findings reveal that the plot placement,one of the three placing ways,could influence the shaping of brand personality on three paths,which are actor＇s meaning transfer effect,character＇s meaning transfer effect and contextual shaping.Managerial implications reflecting the results are drawn.