Brand Personality: An Empirical Study for Auto Brands in China

In order to build strong brand equity in the current market circumstances, it is essential to understand the core dimensions of brand personality. The main objective of this study is to investigate the brand personality dimensions and identify the personality for auto brands in China. For this study a survey was carried out in Beijing Yayuncun Market. The findings Suggest that the auto brands personality could be evaluated from four dimensions of Ruggedness, Sophistication, Excitement and Sincerity. The underlying structure and positioning of eight car brands in relation to the personality dimensions are also provided. Marketing Suggestions are offered for the positioning of the auto brands in China.