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

From Brand Identity to Brand Loyalty

Illustrated by the case of Bandai

Authors
Lin Zhuoyun1, , Zhang Yankun2, *,
1School of Managemnt Studies Shanghai University of Engineering Science Shanghai 201620 China
2College of Information Engineering Zhujiang College Of South China Agricultural University Guangdong 12623 China

These authors contributed equally.

*Corresponding author. Email: guanghua.ren@gecacademy.cn
Corresponding Author
Zhang Yankun
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.434How to use a DOI?
Keywords
Brand Identity; Brand Culture; Brand Loyalty; Marketing Management
Abstract

With the development of society, people’s material standard of living is improving continually. In this case, compared with the necessities of life, more and more people have started pursuing some mental issue. When this trend comes to the product market, it is embodied in that customers put more focus on the cultural value. As we can see in today’s market, some brands delve the cultural value, which has a positive effect on building brand identity and cultivating brand loyalty. So, how do brands build the brand identity and cultivate brand loyalty by using different marketing strategies? The paper starts with the analysis of the paper about brand identity and brand loyalty. It takes Bandai to analyze its marketing logic, including IP marketing, sentimental marketing, creative marketing, and multi-vision limited marketing. At the same time, these marketing strategies are logical. When a brand has achieved good public praise, applying sentimental marketing is an appropriate choice. After accumulating a certain degree of brand identity, Bandai can choose the opposite way to open the market by creative strategies to catch people’s eyes except for fans of IPs. Utilizing co-brand strategies to mix markets, which can enlarge and raise the market of toys. This paper provides a reference for developing other brands through the analysis and research of these brands.

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.

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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.211209.434How 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  - Lin Zhuoyun
AU  - Zhang Yankun
PY  - 2021
DA  - 2021/12/15
TI  - From Brand Identity to Brand Loyalty
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2670
EP  - 2674
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.434
DO  - 10.2991/assehr.k.211209.434
ID  - Zhuoyun2021
ER  -