The human society composed of material civilization and spiritual civilization has never stopped pursuing individuality. The so-called "birds of a feather flock together", without personality, will lose color, lose singing genes, and will eventually be eliminated. Brand personality can be understood as a series of human characteristics owned by a specific brand, including gender, age, social class characteristics, and warm, practical or trustworthy human personality.
Expert research shows that brand personality and human personality are the same, both unique and continuous. For example, Pepsi's brand personality, such as youth, vitality and excitement, lasted for a long time and was not even affected by external forces, including efforts to expand or change these personalities.
At the same time, customers usually regard brands as people, especially when brands are associated with meaningful products such as clothes or cars. As mentioned at the beginning of the article, the users of Wuling automobile have regarded this brand as their most loyal partner, a partner in the same boat through thick and thin. When a person carefully wipes his car with a rag and talks with him confidentially, we fully believe that this car is his most trusted brother.
But this will not happen overnight. The formation of brand personality needs to be constantly enriched and strengthened around the established brand strategy. Just like a person's perceived personality will be influenced by many factors, such as his neighbors, friends, activities, clothes and so on. Brand personality, too, will be affected by product-related characteristics (such as product category, price, etc. ) and irrelevant features (such as user image, public welfare activities, advertising style, etc. ).
As a car, the early products of Wuling brand are affectionately called "high-top van" by ordinary people. The information conveyed is mainly functional, such as durability and spacious space. And it also contains emotional benefits, such as being practical, frugal and diligent. After the joint venture, the company launched a series of new models, continuing the pursuit of quality, and the related sub-brands have their own characteristics. For example, the slogan of Wuling Light, a passenger and freight vehicle in Hua Dan, is "realizing new expectations", the slogan of Wuling 6360, an improved model based on the original "high-top roof", is "a good helper in career and life", and the slogan of the truck whirlwind is "promising". The publicity of these advertising slogans, combined with the appearance of typical user images in various forms (including online advertisements and terminal materials), * * * simultaneously conveys distinct brand personality information, which is very consistent with the focus of Wuling Automobile's target audience-groups whose lives are gradually improving, who are eager to get rich and hope to achieve new success in their careers. These user images in turn enrich and strengthen the brand personality of Wuling Automobile.
It can be seen that Wuling brand's continuous pursuit of quality for many years has given customers a great sense of quality trust, which is precisely the primary concern of its target consumer groups, because as the base of the pyramid of automobile products, micro-cars are more used as a means of production. Even with the gradual improvement of people's living standards, the emphasis on comfort, cargo performance and space is still the focus of customers' attention.
As an organization, the company's corporate citizenship behavior that dares to undertake social responsibilities in the new era will also convey positive information to customers-responsibility, kindness and intimacy of human nature, and so on. Through the actions of enterprises, people can have positive brand association and new brand identity, and finally form a strong relationship between brands and customers. Brand personality will be comprehensively and stereoscopically enriched from the aspects of function, emotion and consumer self-expression.
Give full play to the advantages of brand personality
Today, with the serious homogenization of products, the functional selling point of a new product is often easily attacked quickly, but it is very difficult to imitate the unique brand personality, so the brand personality can be sustained. From this point of view, how to strengthen brand personality and give full play to its advantages so as to contribute to marketing is a topic worthy of discussion.
People's description of brand personality usually has a strong humanization (personification), so the metaphor of brand personality helps managers to deeply understand consumers' feelings and attitudes towards brands. Through people's description of brand personality, we can determine consumers' feelings and their relationship with the brand. If consumers think that Wuling brand is trustworthy, solid and reliable, it reflects the essence of their relationship with Wuling brand.
From a strategic point of view, brand personality can be used as the basis of meaningful differentiation, especially in the case of small differences in product attributes, which is conducive to the formation of differentiated brand recognition in market competition. In China mini-car market, Wuling brand has firmly occupied the first mental ladder of consumers' cognition about "quality". Through the joint efforts of products (such as winning quality honor), organizations (such as a series of public welfare behaviors of the company that embody social responsibility) and marketing (continuously strengthening quality demands), consumers have established a high degree of trust in Wuling brand. This differentiated brand personality has even become part of Wuling's brand positioning strategy. For example, the slogan used by the company for the Wuling brand of commercial vehicles is "quality drives life".
From a tactical point of view, especially in the field of marketing, a systematic and clear concept and terminology of brand personality can also actively guide brand identification planners to convey brand personality deeply and widely. For example, it is difficult to provide much guidance in promoting the wheelbase and load capacity of Wuling 6360 from the aspects of technical parameters and objective performance, but it can provide more guidance by describing it as a "good helper in career and life", so the statement of brand personality can deeply and widely express the brand core value and make the communication more consistent with the goal.
From the marketing point of view, the greatest value of brand personality lies in supporting the gradual formation of a solid relationship between brands and customers. Simply understanding the relationship between brand and people can be compared to the relationship between two people. Brand personality can play a more intuitive role in expressing and suggesting functional interests. The advertisement of Wuling automobile series products will actively use the user image to give his target consumer group a trustworthy and hopeful intuitive perception. In addition, consumers can also express themselves through brand personality-such as reflecting their own level, taste, hobbies and so on.
In terms of reflecting the relationship between customers and brands, Wuling Automobile gives people the image of being practical, sincere, diligent and confident. The relationship between brands and people is similar to that between consumers and their families, full of trust, understanding and care. The consolidation and promotion of this relationship will help to form a good brand reputation, gain more and faster recognition from consumers when launching market activities and new products, and enhance brand loyalty to a certain extent, so as to make brand personality make a positive contribution to the accumulation of brand assets and become a powerful wedge in the process of product sales and brand promotion.