Study On The Brand Image Molding Of Corporation

Since its concept was put forward by David Ogilvy in the 1950s, brand image has become the focus of the marketing personnel, especially the brand managers. Brand image is the most valuable intangible fortune and operating resource of an enterprise, as well as a magic weapon for the enterprise to win in vehement competition. Also, a brand image relates to the brand operation directly and determines whether the products or services of the enterprise can be acceptable to consumers or not, which influences the success of the enterprise. So, molding the surging brand image has important strategic meanings to enterprises.At first, I expound on the research background and the current condition of research of brand image, define meaning of brand and brand image; analyze brand identity, brand and product relations and brand image elements, systematically summarized the predecessors research of brand image and problems of research. Then analyze the significance of molding brand image from three dimensions: consumer, corporation, country. In consumer aspect, I think that the brand image can meet consumers' spiritual needs, thus can offer the additional value beyond the products to consumer; In the aspect of enterprise, mainly there are three effects between brand image and enterprise: value effect, market effect and sustainable development effect; In the aspect of country, I propose that the brand image is a kind of representative of national images in the country. Then probe into the route of enterprise's brand image-building systematically. The route should include brand orientation, brand image design and brand image dissemination. Finally, I evaluate the performance of enterprises'brand image-building in qualitative and quantitative aspects. In qualitative aspect, I mainly adopt the deep interview method and projecting method. In the quantitative aspect, set up assessment index system of brand image: awareness degree of brand, good reputation degree of brand, loyalty degree of brand and analyze the course of the quantitative assessment. I hope there is some theoretical direction significance to help the enterprises in our country to build brand image and enhance the competitiveness in some degree in this paper.