| Allow with the change of media environment and the increasingly fierce competition in the market,consumers are reducing the functional requirements of products and services to pursue personal consumption and achieve their self-worth.In the meantime,brand personification become popular among entrepreneurs because of homogenization of products and reduction of brand identity.This paper mainly studies brand personification and uses literature research method,secondary data analysis method and case analysis method.The paper firstly elaborates on the research background and research significance,combs the current domestic and foreign literatures on brand personification,and conducts research based on theoretical gaps.Brand personification is a brand marketing strategy based on multiple brand theory,including brand image theory,brand personality theory,brand relationship theory and brand expectation theory.The key of the brand personification is impression dimension and social interaction dimension.The author also used the secondary data analysis method to summarize the ways of brand personification as follow: social network,celebrity,brand sponsorship and public relations.In order to explain the mechanism of brand personification,four theories of animism,anthropomorphism,social presence theory and psychological resistance theory were introduced.The value of brand personification is improving consumer’s perceived quality and social contact for consumer,or increasing brand value,promoting brand maturity,achieving diversified competition and creating fan community for enterprise.In the end,the author put forward the strategic suggestion of shaping brand personality.Based on principles of difference,stability and consistency,digging the positioning and values of brand genes,finding passive personality,brand gender and role with big data,setting up anthropomorphic brand and the user-center system,looking for celebrities,constructing self-media using new media. |
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