How to Construct Brand Personality for Chinese Animation

摘要

This research explored how to build brand personality of Chinese animation by taking Chinese animation movies as samples, mining user preferences from online critic reviews. Based on the existing research results of Chinese brand personality, this paper discussed whether "benevolence", "wisdom", "courage", "happiness" and "elegance" were suitable to express Chinese animation brand personality by means of entropy weight method and text emotion analysis method. Then, according to the empirical results, this paper gives some suggestions on the construction of Chinese animation brand personality, which can provide reference for the construction of Chinese animation brand.