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In the process of brand building, in addition to advance complete, objective, targeted market research, and on this basis to make accurate and effective product brand positioning, the most important thing is build brand image and brand personality based on brand positioning. Brand image is external and personality is internal. If these two is nonunity or conflict, for the brand is a very serious problem, it will make consumers can not clearly distinguish the difference and characteristics between you and other brands, it is even impossible to make a clear definition to your brand. And excellent brand image, not only can help the brand stand out, deepen the impression of brand image in consumers’ minds, but also it even can make more clear about the market and consumer positioning, thereby shoot the arrow at the target, promote product sales. Keywords—brand image; brand personality; self-examination of "Li Ning"

Whom Your Brand Is More Like? Analysis of Brand Image and Brand Personality