Approaches to Build Brand Personality for Chinese Corporations

摘要：

The unique and distinctive brand personality can strengthen consumers brand loyalty, thus form the long-lasting brand competitive power. Brand personality development passes through four stages: introduction, growth, stability and maintenance. The paper revealed several approaches to develop brand personality according to the characteristics of each stage: accurate brand positioning, build brand culture, constantly spread brand personality and take intensive care of it, and beware of the blind brand extension, etc.

作者: Xiaocui LI Lei Zhang

作者单位: School of Management Xiangfan University（XFU） Xiangyang,Hubei,China

会议类型: 国际会议

会议名称: International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)

会议地点: 武汉

会议语种:英文

页码: 1-3

在线出版日期: 2011-08-12（万方平台首次上网日期，不代表论文的发表时间）