Author(s)

Xiaoqin Yu

Corresponding Author

Xiaoqin Yu

Abstract

With the development of social economy, the consumption level and consumer demand of the people will increase accordingly, and people seek to highlight individuality and manifest their own value. However, the phenomenon of brand homogeneity is extremely common, which is not conducive to the creation of a differentiated image of the brand. Therefore, the theory of brand personality has attracted more and more attention from marketing research scholars and companies. This article uses the “Big Five” model to discuss the strategy of brand personality shaping.

Keywords

“big five” model, Brand personality, Shaping