Author(s)

Liguang Fu

Corresponding Author

Liguang Fu

Abstract

The advent of the era of brand competition has made brands a new language approaching everyone's life, and the ever-changing market competition environment requires enterprise managers to apply differentiated strategies to the practice of brand management in a targeted manner. Based on the above background, the purpose of this article is based on the application research of promoting the management elements of brand differentiation positioning method. From the perspective of brand personality, this article is easier to resonate with consumer personality, and it can stimulate consumer's sensory experience, enhance identity, and thus increase consumer brand loyalty. By referring to the DPM brand positioning model and Ike's brand personality theory, several points of brand differentiation positioning from the perspective of brand personality are discussed, and an improved model of brand differentiation positioning is constructed to bring inspiration to enterprise managers. Enterprises establish the brand's product identification, corporate identification, personality identification and symbol identification to express the core values of these brands, so as to finally achieve the brand's positioning in the minds of target consumers.

Keywords

Brand Differentiation Positioning; Brand Management; Management Elements; Improved Models