当今市场竞争中,产品同质化现象越来越严重,市场上品牌也层出不穷。一个企业要想在激烈的市场竞争中胜出,品牌、产品显出个性最为关键,它是消费者进行品牌识别、品牌回忆的前提条件。本文在介绍品牌个性基本概念的基础上,提出了几点塑造品牌个性的策略。 In the current market competition, the homogenization of products has become more and more serious, and brands have emerged on the market in an endless stream. If a company wants to win in the fierce market competition, the personality of the brand and the product is the most crucial. It is the precondition for consumers to carry out brand recognition and brand recall. On the basis of introducing the basic concept of brand personality, this article puts forward several strategies for building brand personality.