Import of cases Rolex brand personality: precision, innovative In 1926, the first waterproof and dustproof watch was released The economic crisis of 1929 hit Switzerland, but Rolex created the later popular "constant movement" watch, which brought a revolution to the watch industry. In 1945, Rolex produced tables with dates as well as tables with 26 languages indicating dates and weeks. To encourage innovation, Rolex has established the enterprise spirit will, an award awarded every three years to those who have made outstanding contributions to applied science, creative invention, exploratory research, scientific discoveries, and environmental protection. Ask about the premise of the class How to build the brand personality? (Objective: To guide students to enter the brand personality shaping task course with questions, and to grasp the relevant knowledge points and the key points and difficulties of teaching on the whole. Teaching methods: a combination of questioning and explanation) Related: relevant knowledge points] 1. Brand personality concept (1) the concept of personality Psychology generally defines personality as a person's whole mental outlook, that is, the sum of a person formed under a certain social conditions, with a certain tendency, relatively stable psychological characteristics. (2) Definition of brand personality Through the marketing combination, the brand name, logo, product attributes, brand culture, user image, product itself and other brand elements are refined, so that the brand has humanized charm 2. Brand personality dimension Brand personality dimension based on the personality type theory The dimension of brand personality is based on the personality trait theory This little link The advertisements of "Hongta Mountain" of "mountains outside the mountain, days outside the sky" and "high mountain and human peak" highlight the personality of "excellence but not group"; "White sand" "crane dance white sand, my heart flying" shows the "quiet and free" personality; "Red River" "ten thousand cattle galloping, Red River strong wind" highlights the "majestic and enterprising" personality; "Huangguoshu" "years of gold, Huangguoshu" reflects the "deep and distant" personality; "China" "all show the noble, only my China" shows the "noble" personality This little link Pepsi: Young, lively, and exciting Levis: Strong, exciting, tough, strong Reebok: Wild, outdoor, adventurous, young and energetic Kodak: Simple, family care, sincere Mercedes-Benz: conceited, rich, sophisticated HP: Educated and influential 3. Brand personality factor (1) Factors related to the product This little link Levi's Jeans Li Wei. Strauss emigrated from Germany to New York in 1847. In 1853, the canvas businessman took advantage of the California gold rush to San Francisco. He made a batch of unsalable canvas into hundreds of pants, got to the gold mining site to sell, unexpectedly was greatly welcomed by the gold miners. In 1855, Strauss abandoned canvas in favor of a solid, indigo-worn denim jacket, reinforced with copper nails. Strauss uses his name Levi's as the product brand and opened its first store in San Francisco. After World War II, Levi's jeans became popular worldwide. Levi's, as the "originator" of jeans, symbolizes the pioneering spirit of the American West. (2) Factors unrelated to the product This little link The body shop5 Brand personality Against animal experiments (AGAINST ANIMAL TESTING): Adhere to the cruel way of animal tested cosmetics, and other technology to test cosmetic ingredients, never buy animal tested ingredients. Support Community fair trading (SUPPORT COMMUNITY FAIR TRADE): Protect rainforests and natural resources, teach farmers in poor areas to grow crops in traditional ways and buy natural materials at reasonable prices to maintain a stable economic income; give children the opportunity to receive education and improve material living conditions and culture. Advocate consciousness (ACTIVATE SELF ESTEEM): Support gender equality, oppose gender discrimination through publicity and activities, and encourage people to accept their innate appearance and characteristics, and not to sell products with grandiose publicity packaging. Protecting human rights (DEFEND HUMAN RIGHTS): believe in natural human rights, including freedom of speech, the protection of life and property, and show their support and maintenance of basic human rights. Dedicated to helping victims of domestic violence and child abuse. Protect the Earth (PROTECT OUR PLANET): long-term commitment to environmental protection work, thoroughly implement 3R: recycling (Recycle), reuse (Reuse), energy saving (Reduce), the first launch of long-term empty bottle recycling environmental action, improve consumer awareness of environmental protection, and support the research and development of "renewable" and "green" energy. 〖 training battalion 〗 [training mission] Brand personality shaping training [task object] Help students to shape the brand personality in practice. [task definition] (1) The whole class of 48 people, free groups, forming 6 groups. (2) Team members shape the brand personality in practice. [mission requirements] (1) The training is hosted by the teacher. (2) The whole class of 48 people, free groups, forming 6 groups. (3) The team members discuss the concept of brand personality, brand personality dimension and brand personality factors (4) Arrange one student for each group to record and summarize it. (5) After the activity, each group is required to select a representative to report the discussion experience in class. (7) The preparation time is 10 minutes. 〖 a golden key 〗 Avon's brand personality building "Help women around the world fight breast cancer!"Avon is duty-bound to carry on the important task! Since 1992, Avon has raised $150 million and established the Avon Global Foundation for Women's Health to put love and commitment into action. And its " Avon Breast Cancer Awareness Association provides $55 million for early detection and education of breast cancer, Become the largest US funding sponsor for women in the fight against breast cancer. Through public relations sponsorship, Avon company has established a friendly, friendly and responsible personality among women, and people will feel an emotional communication when they buy Avon products. | 
