How to Build Brand Equity for the SMEs in the Chinese Catering Industry
- 10.2991/assehr.k.211209.061How to use a DOI?
- brand awareness; brand association; brand equity; storytelling; social media
In recent years, the Chinese catering industry develops rapidly and enter a new level with increasing pressure. It is more and more difficult for the small brand to survive in this intensive market. This research aims to give some suggestions and examples about the strategy on building up brand equity for the small brand. This paper takes small and medium businesses in the food industry as the research object and uses brand awareness and brand association to determine the method and example to ensure the small brands can stand out in the intensive market.
- © 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 - Ying Peng AU - Miao Yu AU - Jinjing He AU - Xiyuan Wang AU - Haixin He PY - 2021 DA - 2021/12/15 TI - How to Build Brand Equity for the SMEs in the Chinese Catering Industry BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 369 EP - 372 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.061 DO - 10.2991/assehr.k.211209.061 ID - Peng2021 ER -