| In the era that image means victory, people pay the unprecedented attention to the value of image. Good entrepreneur image is not only the important force which can create brand image, but also the personification of the brand image, which has positive construction meaning to the development of brand image. This thesis reviews the relevant theory of entrepreneur image and brand image, and tries to make related conception clear. The relationship between the entrepreneur image and the brand image and criterion which evaluate the entrepreneur image were discussed in the paper. Specific cases were used to expound the construction significance of entrepreneur image to brand image.Through the analysis of this thesis, this paper argues that the image of entrepreneurs is not only the integral and important assets for brand, also the important element and building force for brand image. As the symbol of brand communication, good entrepreneur image is the concentration and personification, which can help brand win consumers' recognition and help establish a relationship between brand and consumers. The effective communication of entrepreneur image can greatly enhance the brand awareness and increase brand reputation, stimulate consumers' good brand association, win consumer acceptance and understanding for band. However, there are potential risks as well as the construction. In this paper, two typical cases selected to sum up the experiences and lessons of failure, and put forward the related problem that entrepreneur should pay more attention to.The construction significance of entrepreneur image to brand image rely on effective management and communication, the paper combined with the Goffman's dramatic theory to discuss this problem. In conclusion, based on the full thesis argument, discussed the existing problems of entrepreneurs image that driven by commercial interests in the era of mass media. Hope to arouse entrepreneurs reflect on morality and social responsibility. |
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