Review of research on brand identity

DOI

10.2991/978-2-38476-126-5_167How to use a DOI?

Keywords

Brand identity; The consumer; Embodied cognition

Abstract

Brand identity is an important visual representation of an enterprise, which represents the values of an enterprise and is one of the important sources of its core competitiveness. This paper briefly summarizes the definition of brand identity, and classifies brand identity according to different ways, as well as the impact of different brand identity on consumers. On this basis, some suggestions for future research are provided.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mengzen Li
PY  - 2023
DA  - 2023/10/31
TI  - Review of research on brand identity
BT  - Proceedings of the 2023 7th International Seminar on Education, Management and Social Sciences (ISEMSS 2023)
PB  - Atlantis Press
SP  - 1489
EP  - 1494
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-126-5_167
DO  - 10.2991/978-2-38476-126-5_167
ID  - Li2023
ER  -