A Research on How to Make Brand Personality From the Perspective of Industry Chain

摘要：

　　Based on the summary brand of personalized marketing theory and practice.Taking the beer industry as a target, noting the status of some domestic brand personality lacking, and from the perspective of industry chain, how to build brand personalized analyzed.This paper argues that the homogenization and easily replicable downstream channel upstream raw materials, are easy to create a brand personality, and this part of the middle of the image is the most creative brand adapt personalized link.The article also with Budweiser personalized shaping the image of an example for analysis.

关键词： Brand Individuation Beer

作者: LYU Bo LIANG Xiuhua

作者单位: School of Business, Beijing Wuzi University, Beijing, China

会议类型: 国际会议

会议名称: 2014 International Symposium -International Marketing Science and Information Technology(2014国际市场营销科学与信息技术大会)

会议地点: 北京

会议语种:英文

页码: 107-110

在线出版日期: 2014-06-28（万方平台首次上网日期，不代表论文的发表时间）