Theory Research On Brand Image Building

With the development of economy and technology, products are becoming more and more similar in quality. It is difficult for customers to discern them from the facet. So they often purchase goods according to brand. Competition among enterprises has become brand competition from products competition and services competition. The focus of brand competition is brand image competition. Distinctive and good-associated brand image has become the main factor to spur customers to purchase. On this condition, how to build brand image has become an important subject for our national enterprises which have joined WTO.Now, theory research of brand image still stays in the investigating stage, although experts and scholars in international marketing and broadcasting field have also done some research and some theories among which are agreed by a part of scholars, such as Brand Image Theory of David Ogilvy , Brand Identification System of David Aaker and Constitution Model On Brand Image of Alexander L.Biel. Our domestic scholars also propose some theories, but most of which are just introductions of famous brands achievements, or debate of brand developing strategy in macroscopic. There are no mature theories on building brand image systematically. According to this circumstance, the author is trying to study the process of brand image building.The author firstly retrospects and analyzes concepts on brand and brand image and explains basic knowledge of brand, then summarizes theories of brand...