Analysis of brand psychological effects and personalized marketing strategies 1. The meaning of brand and brand personality "Brand" in the modern sense is used to identify a certain product or service and make it consistent with other products Or the name and logo to distinguish the service, usually composed of names, logos, symbols, patterns, colors and other factors. But the final realization of a brand is determined by consumers, and consumers' choices often determine the fate of a brand. Therefore, studying the psychological effects of brands on consumers plays an important role in brand marketing. Like people, brands have personalities. The so-called "brand personality" refers to its unique cultural connotation, and its essence is the reproduction of consumers' true personality on a certain product. In other words, brand personality is personification based on brand positioning. Through accurate understanding and grasp of the dynamic market, enterprises can extract and strengthen the unique characteristics of the target market, and combine them with other stimulating factors to continuously develop towards the target market with certain concepts such as lifestyle, price outlook and consumption outlook. The communication carried out by target consumers affects consumers' potential desires and impulses, obtains the target consumers' cognition and knowledge, establishes feelings, forms preferences and loyalty, and finally forms a consumer group that identifies with its own brand personality. For example, when people think of Coca-Cola, they think of the color red, happiness, and enthusiasm; when people think of Pepsi-Cola, they think of sports, hard work, and excitement. 2. The psychological effect of brands. Currently, China's clothing exports rank first in the world, with an annual revenue of more than 20 billion U.S. dollars, but the average clothing export is only 32 U.S. dollars. If the same clothing is labeled with a famous brand name, it can be sold for hundreds of dollars a piece in Italy, France and other places. It is the brand effect that doubles the value of the same clothing. A brand can transform a product and make it a hundred times more valuable, and it can make an unknown person become famous instantly. A brand is like an omnipotent magician, and what makes it full of power and magic is the magic wand of brand effect contained in it. 1. The differential effect of the brand is to simplify consumers’ purchasing behavior. Brand is an identification system, which is the identification mark of specific products and services. The ultimate goal of the brand is to establish the difference between this brand and that brand. This difference makes it easier for consumers to distinguish between different brands and choose products they are satisfied with based on the brand. Today, when products are highly homogeneous, brands have become the main symbol for distinguishing similar products from each other. In people's purchasing process, brands act as silent shopping guides and provide effective reminders of product information. By concentrating various product information, brands reveal the differences between the product and other products, and consumers choose their favorite and trusted brands among many products based on their own preferences and needs, simplifying people's purchasing behavior. 2. The halo effect of the brand reduces consumers’ risk perception when purchasing and enhances purchasing confidence. It is used to set consumers' experience and have high recognition and trust in the quality of brand products. With the development of society, the market provides consumers with a variety of choices. The emergence of a large number of new products and new brands has left consumers at a loss as to what to do. Brands provide people with reasons to buy. Because brand is not only synonymous with products, it also covers many aspects such as corporate reputation, product quality, corporate image, etc. All these create consumer confidence for consumers, form consumers' brand preference and brand loyalty, and psychologically form a beautiful halo effect of high brand quality. Brand is a promise, it can convey an excellent sense of quality and gain the trust of consumers. Brands provide consumers with confidence, eliminate their uncertainty about product perceptions, and reduce consumers' purchasing risks. 3. The emotional effect of the brand. This is a deeper psychological set for the brand. Consumers identify with the brand, trust the brand, sublimate to love the brand, achieve empathy for the brand, and produce beautiful emotional effects. The brand focuses on the interpretation of an emotional spirit. How many people can tell the difference between Coca-Cola and Pepsi-Cola? But we can clearly identify the brand connotations of the two colas: Coca-Cola is full of friendship and happiness, while Pepsi-Cola represents a kind of sportsmanship and expresses hard work and exciting vitality. The emotional spirit of this culture is a complex, which evolves the unique temperament of the brand and a certain experience that people have been looking for into a complex between consumers and the brand. It is this complex that affects or even directly determines the consumer's behavior. consumer behavior. People need brands to show their strengths or cover up their flaws, to express their identity, personality, accomplishment, aesthetics, and taste, and to evoke beautiful associations, memories, and emotions. Therefore, people love brands, pursue brands, and have a special liking for brands.

4. The charm effect of the brand. The brand gives people magical charm and makes people flock to it. Under the conditions of market economy, any consumption is the externalization of consumers' social psychology and the psychological characteristics that mark their social status, cultural taste, and distinguish their living standards. A person's clothing, conversation, leisure time arrangements, dietary preferences, home furnishings, car choices, etc. are all cognitive indicators of his own taste, personality and style. Based on the taste of these things, people can have an understanding of their owners. Interpret or classify. The brand gives brand consumers a superior identity, gains confidence and pride in the psychological consumption of brand value, and expresses the consumer's self. The outstanding personality of the brand is the charm of the product. 5. The additional effect of the brand. Personalized brand image creation is to add a special added value to the brand, and the added value refers to things other than the basic functions of the product that are appreciated by consumers. Through this kind of brand added value, the character and temperament of a certain type of consumer group are symbolized in a certain brand, so that it has affinity, so that the brand and consumers have a sense of psychological and spiritual closeness, thus cultivating consumption The consumer’s psychological attribution and consumption dependence on the brand. 3. Marketing strategy suggestions for brand psychological effects 1. Use psychological techniques to enhance brand awareness to influence or expand market share. Brand awareness refers to the target consumers’ awareness of the brand name and the attributes of the product category to which it belongs, that is, the role of the brand in consumer psychology. share. Specifically reflected in the ability of target consumers to recognize and recall various attributes of the brand. The higher the brand awareness, the more familiar consumers are with it. Familiar brands always make people feel safe, reliable and have a good impression. Therefore, the higher the brand awareness, the more consumers like it and the greater the possibility of purchasing it. When the degree of brand liking is the same, the higher the brand awareness, the greater its market share (market share). 2. Use psychological techniques to maintain brand loyalty to enhance brand equity and add value. Brand loyalty refers to consumers' satisfaction, love and belief in the brand. It is the core of brand value. Its main goal is to expand loyal customer groups and strengthen loyalty. In terms of consumption behavior, it means repeated purchases of the brand's products in different periods, and willingness to pay high prices for the brand even in the face of price temptations from competing brands. To maintain brand loyalty, we must start from consumer psychology, treat consumers well, and think about issues from the consumer's perspective. Many consumers' satisfaction or dissatisfaction with a brand will affect their future purchasing behavior. If they are satisfied with a product marked with this brand, they will most likely continue to purchase the product the next time they purchase it, and it is very likely to create a halo effect that will make consumers loyal to the brand. These satisfied consumers will say good things about the brand to others, which is also the best advertisement for the product brand. 3. Use brand emotional effects to enhance brand association. Brand association refers to everything that consumers can associate with the brand name. It includes customers’ imagination, product ownership, usage occasions, corporate associations, brand personality and Symbols, these meaningful combinations are brand associations. Brand association is not only the impression of product quality, but also includes the brand identity created by the company (trademark, spokesperson, mascot, etc.), the company behind the brand, the user image and the consumer's personal experience. Among them, the consumer's experience association is one of the unique association factors of the brand. Through the consumer's personal experience of using a certain brand, the consumer's emotion and the brand's appeal points are consistent, which is likely to make the consumer feel affection for the brand. feeling and closeness. 4. Brand personality positioning to enhance the brand's charm effect. Brand positioning means that marketers design and shape a specific image for a product or service based on the needs and preferences of target customers, and convey this brand image through advertising. to the public, thereby establishing an ideal position for this brand in the minds of consumers. Brand positioning has an obvious strategic nature. It has a psychological impact on consumers through the establishment of brand personality. Positioning is a creative thinking activity for existing products. Positioning is not about taking action on the product, but about taking action based on the potential consumer psychology. Brand positioning is the act of outlining the brand image and providing value and benefits, so that target consumers can understand and correctly understand the personality and characteristics of a certain brand, and establish a unique image in the minds of consumers, so that one's own products can be compared with competitors. products are distinguished. The positioning of the corporate brand is the core of the brand's psychological effect. It is like the central axis of the wheel, and the business, marketing, and public relations activities are like the auxiliary wheels, and they should all revolve around this core.

4. Personalized brand marketing strategy 1. Market segmentation of consumer groups based on consumer self-concept. In an era when products are becoming more and more homogeneous, consumers buy a certain product or service because the product or service satisfies It meets the subconscious needs of consumers while always trying to maintain consistency with their self-concept. Generally speaking, each dimension of a consumer's self-concept corresponds to a purchasing motivation, and consumers with the same self-concept system structure will give the same product or brand the same image and meaning. Consumers will differentiate themselves from brands; similarly, brands will differentiate themselves from consumers. After consumers form a preference for the brand, they then convert it into consumption habits, thus giving the brand a fixed consumer group. Therefore, we should start from the consumer group, investigate, analyze, and classify according to the different age characteristics or different social classes of consumers, study and master the consumption attitudes and brand attitude information of consumers with similar self-concept structures, and through consumption Segment the market based on consumer self-concept and obtain consumer groups with similar self-concept structural characteristics. 2. Find the appeal point and establish empathy with consumers. The lifestyle advocated by the brand personality must not only be compatible with the characteristics of the product, but also trigger psychological and emotional responses that meet the personal needs of the target consumers. Lenovo, only in this way can consumers' desire to buy be stimulated. In this regard, brand managers must not only fully tap into the subconscious needs and self-concepts of the users and position and shape the brand's personality, but also tap into the values, needs, desires and desires of target consumers, and tap into relationships with consumers. Advertise with messages that create buzz and are emotionally persuasive. Among all types of advertising, the use of emotional appeal advertising is the easiest to arouse consumers' emotions. It starts from the existing emotions in the hearts of target consumers and takes advantage of the situation so that the brand's image can strongly trigger the emotions in consumers' hearts. And it is perfectly integrated with it, thus arousing consumers' enthusiasm and recognition, and finally develops a good impression and loyal support for the brand. 3. Improve consumers' self-esteem and self-image. People always hope to maintain or enhance their self-image in life, and use purchasing behavior as an important way to express their self-image. In the modern consumer society, people's consumption is not so much consuming goods as it is consuming images. Consumption is not only material consumption, but also the possession and use of the symbolic value of scenes. Consumer behaviorists believe that consumers show a certain self-image or lifestyle through the use of products. People construct their identities through consumption behaviors and consumer products that are seen by others. Therefore, consumers generally tend to choose goods or services that conform to or can improve their self-image. (Author's unit: College of Liberal Arts, Nanjing Normal University)