Product Is The Material Carrier Of Brand And The Leading Force Of Brand Personality.

< p > below are several main factors.

< /p >

< p > (1) product < /p >

< p > product is the material carrier of brand, which can provide consumers with functional interests, emotional interests and self-expression interests, and is the leading force to form brand personality.

Intel's CPU products have been innovating at a very fast speed. The innovative quality of Intel has formed the most important brand personality of Intel, which has made computer users flock in and created Intel's huge brand value.

Bobbi has been popular in the world for more than 40 years, because of its distinctive and innovative products: in 1950s, Bobbi was a girl who made friends and talkative; in 60s, Bobbi had a thin eyebrow bending and civilian prominence; in 70s, there were Bobbi with different skin colors; in 80s, black Bobbi appeared cute and had different professional attire; in 90s, Bobbi flew to hit the keyboard and was full of spirituality.

Rolex's brand personality is precise innovation, and it is also working hard to improve itself.

It studies two directions: waterproof and automatic.

In 1926, the first waterproof and dust-proof watch came out.

In 1929, the "constant motion" table, which was popular, became the pioneer of all automatic watches.

In 1945, a table showing dates in 26 languages was introduced.

To encourage innovation, Rolex has set up an enterprise spirit award every 3 years to reward scientific research, inventions and people who make outstanding contributions to environmental protection.

All these have laid the foundation for publicizing the precise and innovative personality of Rolex brand.

< /p >

< p > packaging is easy to highlight the brand personality directly, just like a person's dressing can reflect and strengthen his personality.

Today, the significance of packaging has gone far beyond the protection of commodities.

Packaging can provide convenience, convenient for consumers to carry, use and maintain; packaging is a silent salesman, with invisible power to stimulate consumers' desire to buy; packaging is the advertising media, which can directly reflect the brand personality and product characteristics; packaging is the epitome of brand, which can embody brand personality and display brand image.

Sweden's absolute brand vodka has been a classic brand of fashion consumption for 20 years.

It is located in fashion, honourable, and the target consumers are rich, movie stars, artists and celebrities. They claim to be "the celebrities of art".

Its everlasting personalized packaging is not unfamiliar to every consumer. The crystal bottle with a short neck and round shoulders is a pure, refreshing and confident vodka with a completely pparent bottle.

There is no absolute brand vodka of traditional paper labels, which makes consumers feel confident.

Its wine bottle is not only a personalized packaging, but also regarded as an art treasure.

< /p >

< p > price can also reflect brand positioning and brand personality.

High priced brands may be considered rich, luxurious, snobbish, and upper class, such as Mercedes Benz, Rolls-Royce and Louis, the thirteen best wines; low priced brands will be considered as plain, thrifty, populist and low-grade, such as Jianlibao and three hole beer.

The following example reflects the price strategy corresponding to different brand characteristics in the women's fashion market; < /p >

P > A brand: a unique fashion brand - premium strategy; < /p >

P > B brand: high price brand of leading trend, high price strategy; < /p >

< p > C brand: high quality brand that goes with the trend - medium price strategy; < /p >

< p > D brand: providing affordable mass brand -- low price strategy; < /p >

< p > (two) user image < /p >

The difference between the target consumers of the brand P and the brand will be different.

Since a group of consumers with similar backgrounds often use a brand, the collective personality of these users is attached to the brand over time, thus forming the stable personality of the brand.

Ordinary people seldom drink Remy Martin, even if advertisements are overwhelming, they will not help them. They will never pay their money. French brandy is also a rich man's wine, and rich people will love it.

Therefore, one of the most important features of Remy Martin brandy's brand image is the sign of identity and status.

Motorola is the pioneer of China's From EMKT.com.cn mobile phone market. Most of the people who could afford to buy mobile phones were successful business people at the very beginning. Gradually, the common behavioral characteristics of business people gathered on Motorola phones, thus forming Motorola's brand personality of success, self-confidence and efficiency.

And Motorola's series of mobile advertising also use successful business people as spokesperson for users, which has strengthened their brand personality.

< /p >

< p > the name "Marlboro" is actually the abbreviation of Man Always Remember Lovely Because of Ro-mantic Only, meaning that "men always forget women's love".

Philip Moelis Company's initial intention was to become the "confidante" of female smokers.

In order to show concern for female smokers, the company dyes the cigarette holder's cigarette red, in order that the majority of fashionable ladies will be moved by this meticulous care, thus opening up the market.

But a few years later, the sales boom that Maurice had hoped for never appeared.

In early 1960s, the company invited Leo Burnett advertising company to make advertising plans for Marlboro, and bravely pformed the feminine brand Marlboro to masculine brand.

Philip Moelis Company invested a lot of advertising fees in the minds of people to build a "where there is a man, where there is Marlboro" brand image, that bold, bold, free, gallop, homelessness, unrestrained cowboy represents the indomitable spirit of the pioneering spirit in the United States, and this is the image of Marlboro.

Marlboro is personified. Its personality is freedom, wildness and adventure.

< /p >

< p > (three) symbol symbol < /p >

< p > symbol has strong influence and drive on brand personality.

Motorola's new advertisement is pformed into the wings of a bird with its first letter M, flying over urban and rural areas, landscapes and space-time.

Symbols are important besides symbols and other identifying symbols.

In shaping the personality of a brand image, it is often important to choose symbols that represent brand personality.

If the symbol is applied properly, it can give the brand life, allow consumers to talk with them, communicate with each other, and become loyal friends.

There are usually four kinds of symbols: characters, animals, plants and cartoons.

For example, the China Trust Commercial Bank conveys a simple and loyal personality with the whale as the symbol. The symbol of the family's corn icing chip "tiger Toni" conveys a reliable, interesting, tasty and delicious personality; the cherry blossom kitchen is a migratory albatross with white body, yellow lips and toes, black tip and tail, a cherry red red vest, and a right-wing salute to the consumers, which symbolizes the sincerity, friendliness and commitment of the brand.

< /p >

The symbol P can only be deeply reflected in the brand personality if it persists in its application for a long time.

For example, Bren chicken essence, adhere to the use of "bulb" to extinguish or shine the analogy of physical consumption and recovery of advertising content to shape its brand personality.

The old Hanzi company in the US has a famous brand, which is originally a product of tuna tuna. Its cartoon character is tuna Charlie.

Over the years, the company's advertising theme has tuna fish, and the best way to catch it is to get caught by a fisherman. It turns into a dream of a tin can, but its strategy ends every time, because only the best tuna is lucky enough to be selected.

In years of TV commercials, a "sorry, Charlie" narrator has become a popular saying. Tuna Charlie is also deeply rooted in the hearts of the people.

< /p >

< p > (four) advertising < /p >

< p > advertising helps shape brand image and display brand personality. Different advertising themes, innovation and style will produce different advertising effects.

Nestle's "Qiqiao" advertisement always carries a sense of humor, and its brand is constantly conveyed to consumers with a relaxed, relaxed and humorous personality.

The absolute brand vodka has the same originality and style in advertising.

For many years, it has insisted on adopting the "standard form" in the print advertisement, centered on the close-up of the strange bottle, with a line of two words at the bottom, always taking the word "Absolut" as the head word, and taking the word with a quality word, such as perfection or clarification.

On the theme of expression, with the combination of products, articles, cities, art, programs, tastes, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > design, theme art, European cities, films and texts, and current affairs news, the visual expression of the subject matter and the whims of the vision give the advertisement endless charm and mystery.

Now its brand personality is very clear: fashionable, unique, funny, modern, young.

< /p >

< p > (five) CEO Characteristics < /p >

P leaders with unique personalities will pfer their personality to the brand, especially as leaders of public figures. This is an important source of brand personality.

Zhang Ruimin, President of Haier group, is sincere, elegant and intelligent, which undoubtedly affects people's opinion of Haier brand.

So is Microsoft President Bill Gates and Jack Welch, President of Ge.

< /p >

< p > Chanel is the most influential and rebellious fashion so far, "a target=" _blank "href=" http://www.91se91.com/ "designer" /a ".

But Chanel surpassed the idea of dress and surpassed the concept of fashion. Her accurate grasp of the core functions of clothing made her fashion design style continue.

How to dress is more important than what to wear.

She proved the fact that the extreme of luxury and elegance is simplicity.

Tracing back the development of Chanel's brand is actually tracing back the life of designer Chanel, because Chanel's brand has never been separated from Chanel's legendary life in the first 60 years.

Her manners, her social status and her fashionable style have attracted the attention of the core people in France and even the whole world. Her whole life journey is actually the most direct, lasting and effective advertising campaign of Chanel brand.

Chanel himself is the brand of Chanel, and Chanel brand is Chanel himself. Chanel brand and Chanel himself are integrated into the life style and style of Chanel.

< /p >