Approaches to Build Brand Personality for Chinese Corporations

The unique and distinctive brand personality can strengthen consumer´s brand loyalty, thus form the long-lasting brand competitive power. Brand personality development passes through four stages: introduction, growth, stability and maintenance. The paper revealed several approaches to develop brand personality according to the characteristics of each stage: accurate brand positioning, build brand culture, constantly spread brand personality and take intensive care of it, and beware of the blind brand extension, etc.