Research Of Mobile Brand Positioning—based On The Brand Personality Map

Brand Positioning the basis for the company to make marketing strategies.Faced with a lot of advertising information in the market, it is more difficult for the consumer to chose a brand, wherefore the role of brand positioning will become increasingly evident. How to make the brand positioning effective in the market influences the success of the brand and the enterprises.Brand personality positioning is one of the brand positioning strategies. With the brand to become the most important issue of managers, more and more researchers focus on brand marketing symbolic meaning, which is an important symbolic significance is the brand personality. Brand personality can make the brand more humane, and reduce the psychological distance between the consumer and the brand,thereby enhancing consumer brand likeability, increasing consumer loyalty, and ultimately promoting the brand's success. As a relatively stable characteristic of the brand, the more unique brand personality, the stronger the attraction, but also more conducive to brand recognition. From this perspective, from the perspective of brand personality to locate the brand, has very important practical significance.This research is from the perspective of positioning the brand personality, using the idea of brand map, and utilizing the correspondence analysis, to study brand personality of the six major mobile phone brands in the current mobile phone market This paper get the mobile phone brand personality Location Map and the effects of different types of consumers on the mobile phone brand personality preferences, and generates consumer mobile phone brand personality preference map. In this study,researchers and brand marketers brand positioning provides a methodology to facilitate corporate brand management, and to strengthen the brand personality.