品牌人性化

品牌人性化：老年保健品市场制胜的关键

Human-based Brand Formulation : the Key to Prospering in Aged Healthcare Products Market

品牌人性化就是以消费者人性特点为依据进行品牌理念设计，通过充分满足消费者的人性需求来达到企业经营的目的。

To formulate a human-based brand is to construct a brand predicated on consumer 's human nature .

在四个维度中，品牌人性化维度对品牌形象的影响程度最大，优先级权重超过50%。

In four dimensions , the human dimension of the brand image occupy the greatest priority weights , more than 50 % .

品牌的人性化：当我们真正读懂那些对市场具有影响作用的人时，我们需要提供给他（她）们个性化关注和亲密交流。

The Humanization of the Brand : Once we truly understand the people who influence our markets , we need to establish a persona worthy of attention and affinity .

因此，新一轮白酒品牌竞争的制高点是品牌人性化诉求&将品牌的核心内涵赋予人格特征。

Therefore , the new focus on the brand competition will be the resort to brand personality , namely entrusting the brand with personality characteristics .

“可口可乐”不仅和它的原品牌名音似，同样也为品牌赋予了人性化的内在涵义。

Not only does it sound like its international name , but it has a meaning that personifies the Coke brand .

品牌识别特征可以从产品的物质性能、文化和品牌人性化方面赋予品牌，可以从品牌的一个方面或几个方面进行策划并长期保持和宣传，且要符合目标市场消费者的物质需要和心理需要。

Brand identity can be created by planning and publicizing consistently one or several aspects of a brand and should meet the physical needs and psychological needs of the target market consumers .

实行企业品牌战略是从渠道竞争迈向品牌竞争的必由之路，是将企业与产品渗透到客户终端的必要途径，是品牌“人性化”的支柱性力量。

An institution of brand strategy of enterprises is the only way for enterprises to change from channel competition into brand competition , and the one for enterprises and products to come to the customers , which is the supportive force of brand " humanization " .