Research on the Activation Path of the Old Brand From the Perspective of Brand Value Shaping and Consumer Emotion Cultivation

DOI

10.2991/iccessh-19.2019.334How to use a DOI?

Keywords

old brand activation; brand value shaping; consumer emotion cultivation; activation mode

Abstract

From the perspective of brand value shaping and consumer emotion cultivation, this paper uses case analysis and cross-case research methods, selects four internationally renowned old brands as examples, and explores how the old brand names carry out brand activation driven by the differentiated internal and external environment. Consequently, it is found that: firstly, the old brand mainly focuses on the internal activation and external extension of brand activation in terms of brand value shaping and consumer emotion cultivation; secondly, due to the difference between the market environment of the industry and the status of its own brand, the old brand has finally formed four different brand activation modes: marketing, conservative, pluralism and orientation.

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  - Shiyingzi Huang
PY  - 2019/07
DA  - 2019/07
TI  - Research on the Activation Path of the Old Brand From the Perspective of Brand Value Shaping and Consumer Emotion Cultivation
BT  - Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019)
PB  - Atlantis Press
SP  - 1529
EP  - 1531
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccessh-19.2019.334
DO  - 10.2991/iccessh-19.2019.334
ID  - Huang2019/07
ER  -