高档白酒品牌塑造的新思维

我国白酒行业已经进入品牌竞争阶段,而白酒品牌名称是品牌价值的集中体现。白酒品牌命名已经从产品的“功能诉求”阶段进入到“文化诉求”阶段,但依然难以赢得消费者心智。随着产品同质化日益严重,消费者会更加注重品牌个性,因为品牌个性最终将体现消费者(人)的个性。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”。

New Thought for the Brand-shaping of High Grade Liquor

The liquor-making industry has entered the stage of brand competition.And liquor's brand name is the massive reflection on the brand value. The brand naming has entered the stage of cultural resort from the stage of functional resort, but it's still hard to enter the mentality of customers. In the view of consubstantiality tendency of liquor products, the customers will attach importance to brand personality even more, as brand personality will embody customers' personality ultimately. Therefore, the new focus on the brand competition will be the resort to brand personality, namely entrusting the brand with personality characteristics.