CAJ | 학술논문

品牌是企业重要的无形资产，品牌经营是企业经营战略的重要内容。而创造品牌个性，积极驱动品牌个性力量，对品牌经营至关重要。但是，张扬品牌个性，加强消费者对品牌个性的认知，必须整合各种因素，采取合适策略，避免各种误区。
품패시기업중요적무형자산，품패경영시기업경영전략적중요내용。이창조품패개성，적겁구동품패개성역량，대품패경영지관중요。단시，장양품패개성，가강소비자대품패개성적인지，필수정합각충인소，채취합괄책략，피면각충오구。
Brand is an important intangible asset of a company. Brand management is an important part of business strategy. It is believed that to highlight the brand personality, clear, and strengthen consumer goods personalized license awareness, and strike a sympathetic chord among consumers, we must integrate a variety of factors as well as stand out brand personality, to make the brand more competitive. The article,from the analysis of the publicity of the importance of brand personality, explores business in the publicity of the brand personality that should be taken as strategies and suggestes avoiding errors.