Regional Brand Development from the Perspective of Brand Relations Spectrum: Taking Changle as an Example

DOI

10.2991/icmete-19.2019.127How to use a DOI?

Keywords

Brand development; Brand relations; Regional brand; Changle

Abstract

As a new means of regional development, regional brand has attracted more and more attention from regional managers with the increasing competition. This paper takes Changle district of Fuzhou city as an example to study regional brand strategy from the perspective of brand relationship spectrum. The factors influencing Changle regional brand building are analyzed. According to literature review, the regional brand model was analyzed for Changle. Then the paper uses specific cultivation methods to cultivate the regional brand strategy model of Changle district. Finally, suggestions are put forward for the regional brand construction of Changle district in terms of cultural governance, development of local featured brands, utilization of regional advantages to enhance competitiveness and expansion of brand association according to the analysis results.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qisun Li
AU  - Xiaoquan Cai
PY  - 2019/05
DA  - 2019/05
TI  - Regional Brand Development from the Perspective of Brand Relations Spectrum: Taking Changle as an Example
BT  - Proceedings of the 2019 International Conference on Management, Education Technology and Economics (ICMETE 2019)
PB  - Atlantis Press
SP  - 535
EP  - 538
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmete-19.2019.127
DO  - 10.2991/icmete-19.2019.127
ID  - Li2019/05
ER  -