The Influence of Brand Image on Chinese Customers

Abstract

When an enterprise develops, its brand image can have a significant impact on its development. An enterprise has a positive or negative brand image, just as a person has a good or bad reputation. The reputation of a person is valued by its partners and the reputation of the brand is also valued by consumers. In recent years, brand image has attracted more and more attention from consumers, which has also caused entrepreneurs to reflect, brand image is the credibility of the brand show, leaving a positive image or a negative image to consumers, depending on the brand's actions. This paper will display events such as Xinjiang Cotton, DIOR horse-face dress, and ERKE donation, and their impact in China, to analyze the positive feedback generated by positive images such as enterprises taking the initiative to assume social responsibility, and the negative impact of such behaviors such as enterprises spreading rumors, blindly following and plagiarizing. Brand image has a significant impact on consumers and is very powerful. Many factors affect the development of enterprises. From the perspective of brand image, this paper summarizes the factors that influence brand image on Chinese consumers by combing relevant literature and analyzing the above brand marketing data and analyzing the influence of brand image on Chinese consumers, as well as the magnitude and Time Cycle of the influence. Hope the enterprise management brand image has a certain enlightenment.