The Research On The Relationship Between The Brand Story And Brand Image

In recent years, the brand story as a marketing strategy is of catholic concern by the marketing and the academic. With the of the gradual rise of the concept of story marketing, the relationship between the brand story and brand image caused the more and more attention. Brand management literature in the past put forward a number of maintenance and enhancement of brand image strategies, including the brand personality, brand culture, advertising, public relations, social responsibility and product services. The brand story as a propaganda medium, can both promote a brand of its own culture, and highlight the social responsibility, suggesting that the brand product and service information and other features to enhance the brand image.Therefore, this study is based on discussing brand story literature of home and abroad about brand image, and divided brand story into the characters, events, objects often appear, messages, conflict points and so on. Based on past academic evaluation system,brand image is divided into product image, corporate image and the dissemination of images, and constructed theoretical model between brand story and brand image of the model and puts forward the related proposition. Then this research took the two fast-food giant McDonald's and Kentucky's brand stories as the study samples, through closed coding, open coding and qualitative analysis to analysis the two brands of the brand story in the English website content.Research results demonstrate the proposition that six major elements of the brand story can enhance the brand image, and new propositions are put forward to furtherly amend the theoretical model. Finally, based on the conclusions,this research gave some advice to enterprises how to use the brand story to enhance brand image...