Research on Brand Image-Building in Modern Consumer Culture

DOI

10.2991/aebmr.k.200908.096How to use a DOI?

Keywords

brand image, consumer culture, enterprise

Abstract

Since the early 1990s, brand image has become an indispensable part of the consumer society in China, so people begin to pay attention to the exploration and research of brand image. While results of a variety of brand image research have been made in China and abroad, most of the exploration and research are not from the perspective of consumer groups. This is why many enterprises nowadays get lost in the design of brand image. Therefore, this paper aims at exploring new directions for building a successful brand image for enterprises, and studies the internal connection of brand image in consumer culture, as well as the application of brand image and consumer culture. This paper picks up some examples from many brand images for reference, so as to meet the demands of the consumer culture in the brand image building and achieve consensus.

Copyright

© 2020, 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  - Yue Qin
AU  - Gang Cao
PY  - 2020
DA  - 2020/09/08
TI  - Research on Brand Image-Building in Modern Consumer Culture
BT  - Proceedings of the 3rd International Conference on Economy, Management and Entrepreneurship (ICOEME 2020)
PB  - Atlantis Press
SP  - 571
EP  - 574
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200908.096
DO  - 10.2991/aebmr.k.200908.096
ID  - Qin2020
ER  -