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Brand personality brand positioning research perspective

Author: ZhangJianEn
Tutor: MiaoWeiYa
School: University of Electronic Science and Technology
Course: Business management
Keywords: Brands Brand personality Brand Positioning Personality dimensions
CLC: F273.2
Type: Master's thesis
Year: 2011
Downloads: 274
Quote: 0
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Abstract


The early 21st century China 's brand research started, with sustained and rapid economic development, the brand of charm sweeping the globe, companies without their own brand means there will be increasing pressure to survive , how can the rapidly changing market for their brand positioning is every issue facing enterprises . This thesis is to address the problem , the brand personality as the main object of study, in -depth analysis of brand positioning and brand personality theory , based on the perspective of the brand personality brand positioning methods have made innovative and exploratory research . The main contents are : 1. Detailed review of the brand, brand personality, brand positioning theory research and development related to the status quo. 2 draws Aaker 's \senior staff and retired cadres and ordinary consumers of alcohol for the survey of 150 questionnaires were analyzed and statistics. Through factor analysis SPSS17.0 for analysis of the relationship between variables , draw relevant conclusions. 3 through questionnaires to identify the customer brand personality preferences as the main basis for the corporate brand positioning . This research through focus groups interviews and questionnaires for the research method , the reference brand personality , consumer behavior, demographics, customer satisfaction and brand positioning variables related to design questionnaires . Using reliability analysis, descriptive analysis, factor analysis, analysis of the data . 4 According to the survey conclusions Luzhou brand positioning improvement measures and strategies. Conclusions are as follows : the customer 's own personality and the ideal brand personality consistent , and this consistency is stronger, then the possibility of buying a large , and vice versa . According to the ideal dimensions of brand personality dimensions of brand personality and the reality gap can reflect the degree of recognition of brand personality and brand positioning to judge the reasonableness .

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