Research On The Difference Between Brand Self-expression And User Perception

The rapidly growing Internet celebrity makeup brand has formed a huge difference from traditional makeup brands in terms of communication methods and marketing methods.Brand personality is a unique point of difference of a brand.In the current social media development,brand owners are actively shaping and disseminating brand personality.Consumers produce a large amount of user-produced content,which is an important feedback of users’ perception of brand personality.So is the brand’s self-displayed personality consistent with user perception?Are the personalities displayed by different types of brands consistent with user perceptions?In response to these problems,this article focuses on the field of cosmetics and selects 10 online celebrity brands and 10 traditional brand official accounts on the Weibo platform to try to observe the asymmetry between brand personality communication and user perception.This article first compiled a personality scale suitable for makeup brands through questionnaire surveys;secondly,with the help of text classification machine learning methods,it crawled a total of more than 100,000 pieces of data from 20 brands,and automatically annotated the data through the training model to obtain makeup.The brand personality that the brand self-displayed;finally,through a questionnaire survey of 20 brand Weibo accounts and iron fans,the brand personality situation that users perceive is obtained.The research found that:First,there are differences and similarities between the personalities displayed by different types of brands.Internet celebrity brands pay the most attention to the characteristics of "trust" and "stimulation",while traditional brands emphasize the characteristics of "strength" most.However,traditional brands and Internet celebrity brands pay little attention to the two personality traits of"extroversion" and "economy".Second,there are differences in the personalities perceived by users for different types of brands.Internet celebrity brand users have the least obvious perception of "strength" and "quality" personality traits,while traditional brand users have the most obvious perception of "quality",but the least obvious perception of "economy".Third,there are similarities and differences between the self-displayed personality of makeup brands and user perception,which can be divided into three types according to the degree of consistency between self-display and user perception of personality.Through the analysis of the results,the author puts forward some strategic references for the personality shaping of color cosmetics brands.Brands can shape differentiated brand personalities and timely monitoring to reduce information inconsistency.