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一、5大个性与15个面相同人一样,品牌也有自己的个性特征,这些个性特征是特殊的也是永续的。品牌个性可通过质化和量化研究得到。有一研究项目“品牌个性尺度(BPS,BrandPersonalityScale)”设计了一组测量和架构品牌个性的特征组合。其调查对象包括了1000名美国受访者,由他们把60个最具鲜明个性的品牌和114项个性特征连接起来。最后得出品牌具有5大个性要素,这些要素可解释93%的品牌的差异。 5大要素是:纯真、刺激、称职、教养、强壮。每个个性特征又可以细分为不同面相,共分为15个面相,15个面相都有清楚的名称。
First, the five big personality Like 15 face the same people, the brand also has its own personality characteristics, these personality characteristics are special and sustainable. Brand personality can be qualitative and quantitative research. A research project “BPS (BrandPersonalityScale)” has designed a set of features that combine measurement and architecture brand personality. The survey included 1,000 U.S. respondents who linked 60 of the most distinctive brands to 114 personality traits. Finally, the brand has five major personality elements, these elements can explain 93% of the brand differences. 5 major elements are: pure, exciting, competent, upbringing, strong. Each personality traits can be subdivided into different faces, is divided into 15 faces, 15 faces have a clear name.