品牌个性塑造研究.pdf

华中科技大学
硕士学位论文
品牌个性塑造研究
姓名:朱仁海
申请学位级别:硕士
专业:工商管理
指导教师:陈荣秋
20051025
摘要
21 世纪企业经营目标与竞争优势就是要打造强势品牌然而仅以现有品牌理论
为指导实现这一目标还力不从心品牌理论必须创新这是打造强势品牌战略的
关键只有当品牌获得可持续的差异优势时才构成一个特定产品的价值而品牌
的个性就是品牌的核心价值品牌个性化水平是品牌成熟度的重要标志它显示品
牌建设者已经能从单纯的产品生产与对外传播发展到积极塑造吻合消费者内在需
求的有形产品和无形价值所以品牌个性化对品牌的价值和成熟度等方面都起到
了举足轻重的作用本文将重点阐述如何打造品牌的个性化问题
首先从品牌个性研究的背景出发比较了国内外品牌发展的状况,接着从分析
品牌个性的来源入手说明品牌的核心价值在于品牌个性的人性化价值购买动机
价值差异化价值和情感感染价值阐述了品牌个性的意义及其重要性提出并论
证了品牌个性就是品牌的核心价值这一观点最后本文提出了目前品牌个性塑造
过程中可能出现的五个问题如品牌个性定位不清晰品牌缺乏精神价值个性塑
造模式不统一老品牌更新以及传统营销理论与品牌个性的错位等论文通过详实
的实例解答论证了究竟如何进行品牌个性塑造的这一核心问题
文章力图通过对品牌个性塑造的研究为我国企业更好地解决品牌战略发展问
题提供更多的理论指导和实践实例为我国企业尽快与国际企业接轨提供一定的帮
助


关键词品牌个性塑造价值战略


I
Abstract
In the 21st century, what panies pursue in a strong brand, which is also the
advantage in the petition. However, as their abilities are not equal with
ambitions if they are guided by the present brand theory, it is the key to brand strategy that
the old theory. needs improving. Only if the brand has distinctive advantage over the
others can the core value of a specific product be shaped. And the personality is actually
the core value .The product’s personality, an important sign of its maturity, indicates the
professionals have switched their work from unsophisticated manufacture and propaganda
to tangible products and intangible value to meet the internal demands of customers. There
fore, it can be seen that personality plays an important role in the product’s value and
maturity . The thesis is focused on how to shape the personality of products.
Firstly, pares the development of domestic brands with that overseas based on
the background of study of brand personality . Secondly, it states brand’s core value lies in
the customized characteristic,buying motive, product diversity and customers; emotional
attection based on the source of brand personality . Not only it illustrates the magnificence
of brand personality, .but puts forward the idea that brand perso