In China’s diverse market, perceptions of brand personality are fragmented, with only three in 10 consumers caring about it. Those who do prefer bold, emotional expression, while others see a low-key persona as reassuring. Two paths emerge: one uses emotion and individuality to attract consumers seeking uniqueness; the other builds trust with stability, simplicity and calm.
Anita Li, Senior Research Analyst – Consumer Trends and Lifestyle, China
Market Definitions
The term identity marketing as used in the title of this Report is equivalent to the concept of a brand personality, which is more familiar to consumers. It refers to a distinctive, personified image created by combining external elements such as product packaging, advertising visuals and choice of brand ambassador with intrinsic traits such as tone of voice, event style and brand mission. As this analysis is based on consumer research and the questionnaire used the term brand personality, this Report will use the term brand personality throughout.
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Executive summary
- Definitions
- Key issues in this Report
- What you need to know
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The big picture
- In a networked society, the focus of competition shifts from resources to relationships
- In an age of oversupply, consumers prioritise indulgence over status
- Brand personality: an effective way to differentiate and a shortcut to consumer relationships
- L’Oréal is creating a persona matrix for its brands to achieve long-term differentiation
- Brand personality trends: strength still popular but warmth and empathy are on the rise
- Graph 1: preferred brand archetypes, 2024 vs 2025
- China is a market with a highly diverse consumer mindset
- There is no nationwide consensus on brand personality; consumer perceptions are highly fragmented
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The consumer
- Brand personality matters most to affluent consumers in higher-tier cities as a tool for self-expression and a quick way to decide
- Sensitivity to brand personality is stratified: the higher the city tier, the more it matters
- Graph 2: opinions on brand personality, by city tier, 2025
- High-income consumers lead the way; over-30s in Tier 2 cities emerge as an unexpected growth area
- Graph 3: opinions on brand personality – I value brand personality as it helps me develop an affinity for the brand, by city tier/monthly household income/gender/age, 2025
- Brand personality: a way to stand out or a faster way to choose?
- Category defines a brand’s core personality, while bolder traits create differentiation
- Food and drink: relaxed and friendly traits are widely popular, while fun and playfulness hold strong appeal
- Graph 4: brand personality preferences – food and drink brands, by opinion on brand personalities, 2025
- Beauty and personal care: healing and professional as the foundation, premium and aesthetic as the dividing line
- Graph 5: brand personality preferences – top five BPC brands, by opinion on brand personality, 2025
- Clothing and footwear: relaxed and open resonates most, aesthetic cues create differentiation
- Graph 6: brand personality preferences – top five clothing and footwear brands, by opinion on brand personality, 2025
- Electronics: trusted expertise for the head, bold emotional expression for the heart
- Graph 7: brand personality preferences – top five electronics brands, by opinion on brand personality, 2025
- Brand personality has shifted from communication around products to a full-touchpoint experience
- Beyond advertising: every interaction point signals brand personality
- Graph 8: ways to make brand personality memorable, by opinion on brand personality, 2025
- Younger people favour social identity cues; older people prefer traditional touchpoints
- Graph 9: ways to make brand personality memorable, by opinion on brand personality and age, 2025
- Relationships are the extension of personality; a brand is most attractive when it stays true to itself
- Those who value brand personality do not need courting; they prefer uniqueness over conformity
- Graph 10: top five reasons for liking a brand’s personality, by opinion of brand personality, 2025
- Men are more concerned with projecting an image, while women focus more on a brand’s stance
- Graph 11: top five reasons for liking a brand’s personality, by opinion of brand personality and gender, 2025
- Graph 12: top five reasons for liking a brand’s personality, by opinion of brand personality and gender, 2025
- Younger people expect genuine conversations, while older people seek emotional support
- Graph 13: reasons for liking brand personality, by opinion on brand personality and age, 2025
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Issues and insights
- Two pathways to building a brand personality
- The strong, distinctive personality
- C&S’ big boss persona: inspired by user reaction, amplified through a content matrix, leveraged at multiple touchpoints
- McDonald’s: co-creates with fans to project the brand as a playful, fun-loving best friend
- The subtle, accommodating personality
- Skechers: a low-noise brand expression centred on comfort
- The beauty of simplicity, not the clash of personalities, could shape the future of consumer trends
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What we think
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Appendix: methodology and abbreviations
- Methodology
- Abbreviations
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