西装的品牌都千篇一律地诉求奋斗、成功;IT品牌常常都是科技含量高的概念,这些品牌的性格要不就是在强调本身的功能诉求,要不就是一些非常普通的论调,很难激发人们内心深处潜藏的欲望。品牌一定要有自己的性格,性格不鲜明的品牌很难让消费者记住。中国的品牌在全球化背景中需要思考如何塑造鲜明性格,实现品牌可持续发展的问题。中国很多品牌是“喊”出来的,而不是系统运作出来的。中国广告市场的增长很快,但质量并没有提高,电视广告多以叫卖为主,或以产品为核心,以至于市场营销界形成了思维定式:越是直白的叫卖式的广告,越能促进销售的增长。甚至有营销专家也说,有效的广告就是说到消费者烦的广告。 Suit brands are stereotyped aspirations struggle, success; IT brands are often high-tech concept, the brand’s personality either in the emphasis on their own functional appeal, or else it is some very common argument, it is difficult to inspire people’s hearts Deep hidden desire. The brand must have its own personality, character is not very clear for consumers to remember. China’s brand in the context of globalization need to think about how to shape distinctive personality, brand sustainable development. Many Chinese brands are “shout” out, rather than the system out of operation. China’s advertising market grew rapidly, but the quality did not improve, mostly in the sale of TV ads or products, so that the marketing community has formed a mindset: the more straightforward, selling-style ads, the more you can Promote sales growth. Even marketing experts say that effective advertising is about annoying consumers.