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拟人化品牌策略的原因及路径 被引量:2

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摘要 拟人化品牌策略能够拉近品牌与消费者之间的距离,建立品牌依恋关系。在与品牌定位相符的前提下,拟人化品牌策略需要做到:在外部特征、情感和灵魂等方面实施完整的拟人化;做到温暖型和能力型品牌形象的平衡;采取非聚焦的人际交流方式;语言和行为举止富有幽默感和文化品位;根据品牌类型和目标受众的类型调整拟人化品牌策略。
出处 《北方经贸》 2018年第12期65-66,共2页 Northern Economy and Trade
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