| In recent years,with the rapid development of China’s economy and the increasing diversification of consumer demand,independent designer brands have emerged in some big cities in China.These independent designer brands in the process of their own development,distinctive originality make the brand very attractive,deeply favored by consumers.After combing the existing literature,this paper finds that for the research category of independent designer brand,the vast majority of data are focused on the clothing category,and the dimension of the research object is relatively single.Therefore,through the research and analysis of different industry categories of independent designer brands,this paper tries to comprehensively explore the problems existing in the construction of brand image,and constructs the brand management model according to the combing results of the current situation of the brand,uses the constructed management model to diagnose the specific brand,and puts forward the strategies for improving the brand image.First of all,through combing and integrating the relevant information of independent designers,this paper obtains the definition of independent designer brand related concepts;secondly,it uses the relevant theoretical knowledge of brand management combined with practical cases to study the formation and construction elements of independent designer brand;thirdly,it deeply explores the development status of Chinese independent designer brand and analyzes the brand Image building related problems and the main causes of the problems,and study the brand management model and its representative meaning,for the formulation of the brand management model as a reference,and build a brand management model;finally,the article selects specific brands applied to the brand management model,the brand image promotion strategy research.This paper hopes that the above research can provide some feasible reference for the healthy development of Chinese independent designer brand and the promotion of brand image. |
