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1、外文翻译原文Buildingabrand'spersonalityfromthecustomerupMaterialSource:DirectMarketingAuthor:LarsonDaveAbstractMarketersmustlearnandclearlyunderstandtheconsumer'sfeelings,habits,motivations,insecurities,prejudices,anddesires.Theymustunderstandhowtheircompany'sbrandfitsi
2、ntoaconsumer'slifeandhowtheymightrespondtodifferentbrandingmessages.Keywords:brand'spersonality;Customer;MarketingWhentheancientmarinerssailedthehighseas,theyfoundtheirlocationbyusingatechniquecalledtriangulation.Triangulationallowedthemtofindtheirspotinthemiddleo
3、favastoceanbyknowingtheirlocationrelativetotwoknownreferencepoints.Thetwoknownpointsweretypicallycelestialbodiesinthenightsky.Developingastrongbrandpersonalityworksmuchthesameway.Youneedtoknowtwoknownpointsofreferencebeforeyoucandevelopyourcreativesolution.Thefirs
4、tknownpointofreferenceyouneedisacrystalclearpictureofyourbusinessgoalsandobjectives.Onlybyclearlyunderstandingthecompany'soverallstrategicplancanthedevelopmentofastrongbrandpersonalitybegin.Thesecondreferencepointthatneedstobeestablishedistheopinions,wants,andneed
5、sofyourcustomer.Youmustlearnandclearlyunderstandtheconsumer'sfeelings,habits,motivations,insecurities,prejudices,anddesires.Youmustunderstandhowyourcompany'sbrandfitsintotheirlifeandhowtheymightrespondtodifferentbrandingmessages.Asapointofclarification,wedefineBra
6、ndPersonalityastheimmediateemotional"take-way"orresponsethatpeoplehavetoabrand.Whentheyhearabrandnameorsee,smell,tasteortouchtheproduct,it'sthatfirstinvoluntarythoughtthatcomestotheirmind.Naturally,asadvertisersandbrandingspecialists,ourmissionistoensurethatacompa
7、ny'staglineandallofitsadvertising8communications(print,broadcast,out-of-home,online,packaging,in-store,publicrelations,alternative,etc.)allfocustheirmessageonthedesiredbrandpersonality.Aselementaryasitmaysound,thebestwaytodeterminethecustomer'spointofreferencerela
8、tivetoyourbrand'spersonalityistojustgooutandtalktothemface-to-face.Simplyput,we'retalkingaboutcustomerresearch.Customerresearchcanbedonetraditionally,wh
