Regional Brand Development from the Perspective of Brand Relations Spectrum: Taking Changle as an Example
Qisun Li, Xiaoquan Cai
Available Online May 2019.
- https://doi.org/10.2991/icmete-19.2019.127How to use a DOI?
- Brand development; Brand relations; Regional brand; Changle
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
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 - https://doi.org/10.2991/icmete-19.2019.127 ID - Li2019/05 ER -