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首先,要特别注意“品牌个性”的定义,可以看出,在本文中,作者将其视为“与品牌相关的人类特征集”。可以看出,品牌个性是品牌形象或意义的组成部分。营销研究能够确定客户/用户与品牌之间的联系,可以帮助探索客户确实从品牌中获得了哪些人类特征,以及他们进一步希望从品牌中感知到什么。毕竟,品牌个性是无形的存在,只有在其客户通过访问和与品牌互动的过程中能够理解它时,它才有意义。市场研究可以专注于互动,深入研究客户对个性的反应。
At first, giving a particular attention to the definition of “brand personality”, it can be seen that in the article, the author regarded it as “the set of human characteristics associated with a brand”. It can be seen brand personality is one integral part of the brand image or meaning. Marketing research, which is able to identify the link between the customers/user and a brand, can help explore what kinds of human characteristics that the customers indeed receive from the brand and what would they further like to perceive from the brand. After all, a brand personality is intangible presence, and it becomes meaningful only when its customers can understand it through the process of getting access to and making interaction with the brand. Marketing researches can focus on the interactions, going deep into the responses from the customers towards the personality.
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