Study Of The Brand Image Construction Based On Customer

In the 21 century, The market competition is a brand of competition, but a brand's competition is a brand image's competition. The brand image construction is to strengthen consumer's satisfaction and loyalty to the brand ,it also a premise and foundation for promote a brand property value , and it is a drive of brand property main factor. In the construction process of the brand image,we must take the consumer variable into consideration, the brand which can not get consumer approbation is impossible continue survival in the market, and more impossible stay a deep impression in the consumer heart, Along with business enterprise competition is turn intensify, the trend of globalization is fast fierce development, the role of the consumer has changed, from past pure passive accepter turn into the cooperator and the creater value of business enterprise. it is mean that the position of consumer has become more important than any time. So The paper will choose the customer angle to study the brand image.At the first,The paper research the foundation theories of brand and brand image, and carry on comparison and comb the theories which the domestic and international, then from the theories explicit the content of brand and brand image. and the paper set out from the brand constitute angle to take the consumer variable into consideration, put forward the construction of the brand image model and assumption which from the consumer angle. After put forward assumption, use Lee Ket five class quantity to design investigate questionnaire, and pass a sampling survey method to carry on a questionnaire to the consumer in the LanZhou City. After investigate, use the statistics analysis software SPSS13.0 that it is the general use in the international to analysis and processing the questionnaire, certificate assumption of reliability, credibility, catholicity, and carry on examination for the rightness of result. At last point out this research's innovation point,difficult point and the future of research direction, carry on the mold of brand image for the business enterprise provide a reference basis.