Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

How to Build Brand Equity for the SMEs in the Chinese Catering Industry

Authors
Ying Peng1, *, Miao Yu2, Jinjing He3, Xiyuan Wang4, Haixin He5
1Chengdu No. 7 high-tech International Department 610041, Chengdu 610041 China
2Guangdong experimental high school AP department, 510000 Guangzhou China
3The Winchendon School, 01475 MA, US
4HUAMAO INTERNATIONAL SCHOOL, Ningbo 315199 China
5The Winchendon School, 01475 MA, US
Corresponding author. Email: 3365755790@qq.com
Corresponding Author
Ying Peng
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.061How to use a DOI?
Keywords
brand awareness; brand association; brand equity; storytelling; social media
Abstract

In recent years, the Chinese catering industry develops rapidly and enter a new level with increasing pressure. It is more and more difficult for the small brand to survive in this intensive market. This research aims to give some suggestions and examples about the strategy on building up brand equity for the small brand. This paper takes small and medium businesses in the food industry as the research object and uses brand awareness and brand association to determine the method and example to ensure the small brands can stand out in the intensive market.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Download article (PDF)

Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.061How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Ying Peng
AU  - Miao Yu
AU  - Jinjing He
AU  - Xiyuan Wang
AU  - Haixin He
PY  - 2021
DA  - 2021/12/15
TI  - How to Build Brand Equity for the SMEs in the Chinese Catering Industry
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 369
EP  - 372
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.061
DO  - 10.2991/assehr.k.211209.061
ID  - Peng2021
ER  -