The Research On Orientation Of Brand Image's Cultural Concepets

It is gradually aware the significance of the cultural connotation for the brand image construction and it has really made some progress. However, many brands have their shortcomings in the position of their cultural concept, which causes the vagueness in their brand images, the indistinctiveness in characteristics and low qualities and affects our brands'development and strength. The thesis provides a method for modern brand image design by analyzing its present trend.The thesis is divided into five chapters. Chapter One is an introduction that describes the background, meaning, purpose and method in the thesis. Chapter Two is to analyze the meaning of brand strategy. From its brand and narrow sense, it sums up the function and the status quo of Chinese brand strategy. Chapter Three is to analyze the current status of Chinese brand image and the differences in domestic and international brand image. It does a research on the brand copycatting and economic additional features and summarizes the reasons for the current brand image problems in China. Chapter Four is to propose the brand culture is a core and is a key to recognize the differentiation in brand image. The artistic validation provides a guide for the design of brand image. Chapter Five, according to my practical experience, I take the cultural concept as the core principle in the process of building brand cultural connotation and dissect the difficulties in Chinese brand image strategy theoretically.