Proceedings of the 3rd International Conference on Economy, Management and Entrepreneurship (ICOEME 2020)

Research on Brand Image-Building in Modern Consumer Culture

Authors
Yue Qin, Gang Cao
Corresponding Author
Yue Qin
Available Online 8 September 2020.
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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Volume Title
Proceedings of the 3rd International Conference on Economy, Management and Entrepreneurship (ICOEME 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
8 September 2020
ISBN
10.2991/aebmr.k.200908.096
ISSN
2352-5428
DOI
10.2991/aebmr.k.200908.096How to use a DOI?
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/).

Cite this article

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  -