【《中国企业家》特约马里兰大学史密斯商学院系列视频】

If your brand was a person, what would this person be like? Brand personality -- an important dimension of brand equity -- is a critical component to any successful international marketing strategy.
如果你的品牌是个人，那么这个人会是什么样？品牌个性这一品牌资产的重要元素，也是任何成功的市场策略的重要组成部分。

In this Smith Business Video View Amna Kirmani, marketing professor at the Smith School and a recognized expert on product branding, talks about the five dimensions of brand personality (sophistication, sincerity, excitement, competence, and ruggedness) and how the values of different countries impact global strategy.
在本集史密斯访谈录像中，史密斯商学院市场营销专业教授，同时也是产品品牌方面的知名专家Amna Kirmani阐述了品牌个性的五大方面（优雅、真诚、刺激、能力和豪放）；以及不同国家的价值观对全球策略的影响。