A Research on How to Make Brand Personality From the Perspective of Industry Chain

Based on the summary brand of personalized marketing theory and practice. Taking the beer industry as a target, noting the status of some domestic brand personality lacking, and from the perspective of industry chain, how to build brand personalized analyzed. This paper argues that the homogenization and easily replicable downstream channel upstream raw materials, are easy to create a brand personality, and this part of the middle of the image is the most creative brand adapt personalized link. The article also with Budweiser personalized shaping the image of an example for analysis.