Research On DK Company Brand Image Based On Customer Perceived Value

With the continuous development of the social economy,the beverage industry has developed rapidly in recent years,and consumer demand is growing.This has caused the brand of the beverage industry to spring up.In order to build differentiated market competitiveness,the current beverage companies need to pay attention to the image building of existing brands.The DK brand originated from Taiwan,China and officially entered mainland China in 2007.After more than 10 years of development,it has developed into a well-known domestic beverage brand.This paper conducts an in-depth analysis of DK's DK brand image through the case study method.First of all,this paper starts from the composition dimension of brand image,that is,from the function of brand image,the symbolism of brand image and the experience of brand image,analyzes the current status of brand image management of DK brand at present,and clarifies the current DK brand image.Overall positioning and development advantages.Secondly,based on the current status of DK brand image,the key issues and causes of the current DK brand are analyzed from the three aspects of brand image functionality,brand image symbolism and brand image experience.The specific performance of the stage is: First,in the function of the brand image,the DK brand has the problem of insufficient identity of the high-end commercial complex in the big city.The gap between the existing product function positioning and the high-end positioning is large;second,the brand image Symbolically,the soft power of the DK brand is still insufficient.Third,in terms of the experience of the brand image,the emotional connection between the DK brand and the customer is still not tight,and the customer brand loyalty is still not high.Thirdly,this paper starts from the four factors of product quality and function,product service,customer relationship management and brand management.The specific countermeasures include: First,improve product quality and function,and build DK high-end brand image.Second,strengthen product services and enhance the brand value of services;third,strengthen customer relationship management and enhance customer brand loyalty,including building a membership management system,enhancing customer loyalty,enhancing customer relationship information application,and improving accuracy.Marketing;Fourth,enhance brand management capabilities and integrate marketing communication capabilitiesThrough the research of this paper,the status quo of DK brand image is deeply analyzed,and the DK brand image optimization strategy is explored on the basis of in-depth analysis.This research has certain practical significance for enhancing the brand image of DK,and also provides reference for the brand image management of the beverage industry.However,there are still many shortcomings in this research,mainly due to the lack of in-depth refinement of the DK brand image design optimization.