Whom Your Brand Is More Like? Analysis of Brand Image and Brand Personality

DOI

10.2991/iccessh-16.2016.95How to use a DOI?

Keywords

brand image; brand personality; self-examination of "Li Ning"

Abstract

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.

Copyright

© 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/).

Download article (PDF)

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  -