Keywords: online brand personality, online advertising, corporate website, online public relations
For a brand, if it has no personality, it is difficult to leave a deep and lasting impression on consumers. Professor Jennifer L Aaker, a famous brand research expert, defines brand personality as "a set of personalized characteristics associated with the brand". Lynn b, an expert in practice? Upshaw believes: "Brand personality refers to the personality displayed by each brand. ..... is what the brand brings to life, and it is also the link between the brand and present and future consumers. It is attractive and can communicate with consumers and potential consumers emotionally. " Therefore, in order to achieve better communication effect, enterprises should personalize the brand and find out its values, appearance, behavior, sound and other characteristics, so as to successfully shape a unique, exciting and lasting brand personality.
In the past, the theory of brand personality shaping was formed, developed and perfected in a specific era of slow information circulation. In the dynamic Internet era, these theories are outdated and need to be injected with new vitality. Therefore, how to make use of the convenience brought by the Internet to build brand personality and cultivate a strong brand is a new topic faced by many enterprises at home and abroad. This paper discusses in detail how to use the relationship between online advertising, corporate website and online publicity to shape corporate brand personality, in order to provide some theoretical guidance for corporate brand management and managers.
Online advertising: improving brand awareness
Internet advertising is an effective information dissemination activity aimed at the goods or services of specific objects with the extraordinary charm of cross-time, cross-region, illustrated and two-way communication by using various Internet technologies. The use of online advertising to shape brand personality should mainly do the following work:
Provide rich personalized brand information and establish more friendly communication with consumers. Consumers' cognition of the brand depends on the information they get about the brand itself, and compared with traditional media, the amount of information provided by Internet advertisers is unlimited. Therefore, we can provide rich personalized information according to the personality characteristics of the target consumer groups and focus on the appeal points of brand personality. In addition, the brand information provided by enterprises should not be one-way giving and "persuasion", but two-way interaction and communication. Two-way information communication and consumers' control of information flow can effectively improve consumers' ability to integrate, remember and understand information, thus improving their brand awareness (Ariely, 2000; Hoffman & Novak, 1997).
Customer-oriented, providing personalized information services according to the individual needs of different consumers. "The essence of online advertising is interaction. We can understand consumers when they watch advertisements. We can even tell exactly which consumers like apples and oranges, which like May and which like Jeff Chang Shin-Che New Branch. We can build a rich database to accurately deliver the most suitable advertisements to the people who need them most. " Ren Xianghui, CEO of China Internet Advertising Pioneer Station and ChinaNet, views the advantages of Internet advertising in this way. By listening to consumers' responses, we can get a lot of personal information about consumers, so as to describe individual consumers more clearly, and integrate these valuable personal information about target consumers into the database, which makes it possible to provide personalized "one-on-one" service, thus effectively improving the delivery value of customers.
Let consumers participate and become the protagonist of brand personality shaping. Nowadays, more and more TV advertisements are often full of symbolic and emotional advertising plots. But the plot of TV advertisements has been formed, and consumers are just viewers. The interactive nature of the Internet allows consumers to participate and play a role in the advertising plot. Consumers and advertisers jointly create the brand's personality, which will definitely make the brand leave a distinct impression on consumers and the memory will last longer. For example, the Internet advertisement of Nokia 3330 is a good example, which effectively conveys the fashionable, warm and romantic brand personality by letting consumers play the role of dating men and women in the advertisement. During this date, the contact time between consumers and advertisements was close to 5 minutes. Internet advertisements greatly improved consumers' cognition and memory of Nokia 3330 brand personality.
Corporate Website: Building Brand Reputation
In the construction of enterprise websites, it is necessary to keep abreast of the latest demands of consumers and markets, highlight the unique style and perfect functions of enterprises, attract consumers who are in line with their own personalities, form a fixed network audience, and provide them with unique personalized services, thus promoting sales and generating brand effects.
Promote corporate culture and highlight personal image. In the process of shaping brand personality, corporate culture has played a catalytic role, making the brand more meaningful and lasting, and making consumers have a deep memory of the brand, thus improving brand awareness, reputation and personalized image of the brand. Therefore, in homepage design, we must first determine the theme of the website, which is helpful to develop a unique and consistent webpage. For example, Kodak's theme sentence is "Take the picture farther"; It is best to have a corporate logo so that visitors can know whose homepage it is at a glance. For example, the English logo of Yahoo, the representative brand of Internet companies, has completely changed the corporate image of a generation and conveyed the personality image of Yahoo brand as "interesting, friendly, friendly, humanized and reliable". Choose a good color, and the color scheme can clearly reflect the tone of enterprise products or services. For example, Haier's entire website is green, which conforms to the trend of green products in the world today and represents the pioneer of healthy products; In the choice of images, we should be concise. We should choose the most typical photos or paintings from all kinds of materials and pictures. For example, in the picture of Sohu's website, a string of fox footprints, leaving only a swaying furry fox tail, makes people psychologically have a desire to follow it to explore.
The content should be distinctive and full of personalized charm. Coupland and others believe that a website that provides flow experience for consumers should be informative, attract consumers' attention and provide consumers with space for further exploration. A good website must establish its own characteristics and satisfy consumers with rich and practical personalized content in order to achieve the purpose of shaping brand personality. Careful design and beautiful colors will make the website look vivid and attractive, but rich and practical content can attract visitors for a long time and make them buyers. In this regard, the practices of world-renowned brands are worth learning. Sony has a great reputation in the international market, and its products have an excellent reputation in the international market. There are tens of thousands of products, so its homepage is divided into seven or eight categories, such as home appliances and movies. If you enter the field of home appliances, there are many projects, such as Sony culture, Sony fashion, and some popular cultural programs, such as Sony Forum. Naturally, its role will become a pioneer in leading fashion.
Enhance the vividness and interactivity of the website and create an experience platform. The characteristics of online media determine that "virtual experience" is the only way to build a brand by using the Internet. High-quality online brands form their own differentiated advantages and enhance the value of online brand assets by providing distinctive brand experiences. Moreover, the unique online experience helps to form the unique "personality" of online brands (Aaker, 1997), which makes the advantages of brand differentiation more obvious. Experience is a kind of psychological activity produced by behavior, which is highly active and personalized. Even consumers with the same experience will have different experiences. The key to building online brands is to provide different personalized experiences for different consumers, so as to achieve different brand effects at all stages of brand building, and at the same time, the brand experiences at all stages form a seamless connection, and finally form brand satisfaction and loyalty.
Network Public Relations: Cultivating Brand Loyalty
Establish a target public database
Based on the network era, the target market, customer form and product category will be very different from before, which requires enterprises to have more innovative behaviors and reconstruct customer relationships across regions, cultures and time and space. For example, through customer feedback information, we can understand customer satisfaction with the company's products, consumers' preferences, reactions to new products, and so on. , and accurately understand the consumer psychology and decision-making process; Establish a "one-on-one" intimate relationship with customers through e-mail; Accurately subdivide the target market, and according to this subdivision, send it information or advertisements specially serving such customers; Establish a loyal customer database and so on. Therefore, how to keep close relationship with customers scattered all over the world, grasp the characteristics of customers, and then establish customers' trust in the enterprise by educating customers and shaping the brand personality of the enterprise is the key to shaping the brand personality through online public relations.
Give full play to the potential of "narrow broadcasting"
Network communication has fundamentally changed the position of "audience" in communication, and the characteristics of network interaction make it possible for the object to really participate in the whole public relations process. Interaction and personalization push "public relations to groups" to "public relations to individuals". This makes online media have the potential of "narrow broadcasting", that is, enterprises can design personalized web pages and provide personalized content according to specific public groups to meet the needs of specific public groups and achieve the purpose of in-depth and directional communication. This development has completely changed the traditional public relations model. Driven by meeting individual needs, enterprises must strictly implement the basic concept of modern public relations, that is, "taking public needs as the starting point and meeting public needs as the destination". In this way, enterprise network public relations need to integrate public relations objects into the whole public relations process, and start the whole public relations process from their needs. Moreover, in the whole process of public relations, we should constantly interact with public relations individuals, and every public relations strategy should proceed from public demand and be based on public feedback.
Combining social focus, let the brand dance with the public.
Enterprises should actively participate in the focus activities in the online world and sponsor some activities that can attract brand reality and potential target groups and meet their own brand positioning and brand personality goals. For example, the Pepsi website provides information about concerts sponsored by it, as well as other details and news reports that people are interested in, which can not only support sponsored activities, but also bring opportunities to create news. It is easy to think of Pepsi's young and fashionable brand personality. It is also a classic case that Nongfu Spring cooperated with Sina.com to open "Nongfu Spring Olympic Guest Chatroom". During the Sydney Olympic Games in 2000, Nongfu Spring cooperated with Sina.com to open the "Nongfu Spring Olympic Guest Chatroom", which seemed to be monopolized by Nongfu Spring, leaving a deep impression on people. The propaganda copy "Champion tastes a little sweet" at the top left of the chat room is also unique. The slogan "Nongfu Spring is a little sweet" is popular all over the country. The reformed slogan "Champion tastes a little sweet" not only embodies the characteristics of guest chat rooms but also implies Nongfu Spring, which makes people smile after reading it. Such a distinctive copy will naturally stay in people's hearts.
Nowadays, the Internet has become one of the important sources for people to obtain information, and how to use the Internet to shape corporate brand personality has naturally become a problem that business operators and managers must face. This paper holds that online advertising can improve brand awareness, corporate websites can effectively establish brand reputation, and online public relations can maintain the brand personality established by online advertising and corporate websites. Therefore, in the process of competing with international brands, China enterprises must make good use of the role of the Internet, be close to consumers, convey the humanized content of brands, make brands become living things, and make consumers loyal to their own brands, so as to win competitive advantages.
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