Whom Your Brand Is More Like? Analysis of Brand Image and Brand Personality
- 10.2991/iccessh-16.2016.95How to use a DOI?
- brand image; brand personality; self-examination of "Li Ning"
In the process of brand building, in addition to advance complete, objective, targeted market research, and on this basis to make accurate and effective product brand positioning, the most important thing is build brand image and brand personality based on brand positioning. Brand image is external and personality is internal. If these two is non- unity or conflict, for the brand is a very serious problem, it will make consumers can not clearly distinguish the difference and characteristics between you and other brands, it is even impossible to make a clear definition to your brand. And excellent brand image, not only can help the brand stand out, deepen the impression of brand image in consumers' minds, but also it even can make more clear about the market and consumer positioning, thereby shoot the arrow at the target, promote product sales.
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yufei Dong PY - 2015/09 DA - 2015/09 TI - Whom Your Brand Is More Like? Analysis of Brand Image and Brand Personality BT - Proceedings of the 2016 International Conference on Contemporary Education, Social Sciences and Humanities PB - Atlantis Press SP - 370 EP - 374 SN - 2352-5398 UR - https://doi.org/10.2991/iccessh-16.2016.95 DO - 10.2991/iccessh-16.2016.95 ID - Dong2015/09 ER -