文档介绍：学校:鞍山师范学院
性质:学士学位论文
论文题目:品牌个性塑造及维护浅析
姓名:朱玲玲
专业:市场营销
指导老师:代立武
20120311
品牌个性塑造及维护浅析
摘要
在市场竞争越来越激烈的今天,产品同质化现象越来严重,要想在激烈的市场竞争中读取消费者的心智,就要注重品牌个性的塑造与维护更新。只有当品牌获得可持续的差异优势时,才构成一个特定的产品价值。本文将对品牌个性的塑造及维护过程中所遇的问题及对应的策略进行重点阐述。
文章力图通过对品牌个性塑造及维护的浅析,为我国企业更好地解决品牌发展问题提供更多的理论指导和实践示例,为我国企业尽快与国际企业接轨提供一定的帮助。
关键字:品牌个性;价值;内涵;品牌
Brand personality mold and maintenance analysed
Abstract
In the face of petition today, product homogenization phenomenon is more serious, want to be in the petition in the market read consumer mind, we should be about to notice the brand personality shaping and maintaining updated. Only when the brand gain sustainable difference advantage, that constitutes a specific product value. This paper will shape and maintenance of the brand personality in the process of the problems encountered and the corresponding strategy of focuses.
The article tries to shape and maintenance of brand personality analyzing better solutions for our country enterprises brand development to provide more theoretical guidance and practical examples, as soon as possible for our country enterprise with international enterprise provide certain standards of help.
Key words: Brand personality; Value; Connotation; brand
目录
摘要----------------------------------------------------------------1
Abstract------------------------------------------------------------2
一前言-------------------------------------------------------------4
品牌个性的内涵---------------------------------------------4
品牌个性研究的背景-----------------------------------------5
国内外品牌个性发展的现状-----------------------------------5
二塑造及维护品牌个性的意义-----------------------------------------6
(一)赋予品牌差异性---------------------------------------------6
(二)赋予品牌人性化---------------------------------------------7
(三)赋予品牌情感感染力-----------------------------------------7
(四)促使消费者产生强烈的购买动机-------------------------------7
三品牌个性塑造及维护过程中的问题-----------------------------------7
(一)品牌个性定位-----------------------------------------------7
(二)品牌核心价值-----