Study on Corporate Brand Personality Building

摘要

Through the analysis on the content and personality of corporate brand corporate brand,this article argues that the forming and elements differ between personalities of product brands.Forming of corporate brand shows not only the personality characters of supervisors and staff in one company,but also individual preference from corporate brand builder and stakeholders.The corporate brand will be realized through individual behavior,group behavior and organizational behavior.The key of establishing corporate brand personality is keeping coherence of personality design and behavior in corporate brand.