Recently, the most explosive fire IP must be Chiikawa, three cartoon images, they are the Japanese anime Chiikawa’s (means "little cute") main roles. Despite various hardship, they can still renew their confidence, face life bravely, and always be optimistic. Now many young people call Chiikawa "electronic ibuprofen" .

The story in the play is close to the real life of the public, which can attract the audience to substitute their own feelings. Some people say that the world view built by Chiikawa is not simply healing and warmth, but actually depicts a harsh dystopian story. In this world, the roles can not just relax, they need to do exams and to defeat the monster, it seemingly bright sunshine, but in fact, the crisis is always undercurrent surging, which is more like a reflection of the real world.

Lingable, Sanrio, Line Dog, Loopy and the latest Chiikwa appear in a cute appearance, providing emotional satisfaction and support for young people. These images are not only simple entertainment elements, but also important carriers of young people's emotional needs. And this is an important trend of the future brand marketing, brand personification.

Brand personification refers to endowing a brand with human emotions, values, and behavioral characteristics, giving it a unique personality and image. This personalized brand image helps consumers to better recognize, remember and choose the brand.

When choosing products, consumers tend to be more inclined to choose brands consistent with their own values. Therefore, brands with distinct personality are more likely to win the favor of consumers.

When a brand is endowed with humanized characteristics, it is more likely for consumers to regard it as an entity with emotions and values, so as to establish emotional resonance and trust with it.

The implementation strategy of brand personification

Accurate positioning: Before the implementation of brand personification, the brand should be accurately positioned first. Clarify the target audience, market positioning and core competitiveness of the brand, thus lay the foundation for the shaping of the brand personification.

Spread brand story: Brand story is an important carrier of brand personification. By telling the growth process, values and stories behind the brand, consumers can better understand the brand, resonate and trust it. At the same time, brand stories should also be disseminated, which can attract the attention and sharing of consumers.

Brand personification, as a powerful marketing tool, is of great significance for enhancing brand image, establishing emotional connection and realizing brand value. In the future market competition, brand personification will become the key for enterprises to obtain competitive advantages.