| 浅析品牌的个性塑造 |
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| 引用本文： | 孙雅芳.浅析品牌的个性塑造[J].宁波广播电视大学学报,2008,6(1):31-33. |
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| 作者姓名： | 孙雅芳 |
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| 作者单位： | 宁波广播电视大学,浙江宁波,315016 |
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| 摘 要： | 品牌代表了企业一种潜在的竞争力与获利能力，企业要想维持品牌强势。就必须从核心价值，经营理念上创新，彰显品牌个性。企业应注重品牌的个性塑造来吸引“气味相投”的消费者，提高品牌的忠诚度，从而最终实现企业价值的最大化，文章分析了品牌形象与品牌个性之间的关系及影响品牌个性塑造的几个因素，共同探讨品牌的个性塑造。
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| 关 键 词： | 品牌形象 品牌个性 个性塑造 |
| 文章编号： | 1672-3724(2008)01-0031-03 |
| 修稿时间： | 2007年11月23 |
The Building of Brand Character |
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| SUN Ya-fang.The Building of Brand Character[J].Journal of Ningbo Radio & TV University,2008,6(1):31-33. |
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| Authors: | SUN Ya-fang |
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| Institution: | SUN Ya-fang (Ningbo Radio and TV University, Ningbo 315016,Zhejiang, China ) |
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| Abstract: | Brand represents the potential competence and profit ability of an enterprise. The enterprise, in order to maintain its brand advantage, has to innovate its core value and management philosophy, therefore its brand character is enhanced. The enterprise has to attract its regular customers through its brand building to improve its faithful degree and realize the maximization of enterprise value. This paper analyses the relationship between brand image and brand character as well as some factors that influence the brand building, and explores the building of the brand image. |
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| Keywords: | brand image brand character character building |
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