Research on the Activation Path of the Old Brand From the Perspective of Brand Value Shaping and Consumer Emotion Cultivation
- DOI
- 10.2991/iccessh-19.2019.334How to use a DOI?
- Keywords
- old brand activation; brand value shaping; consumer emotion cultivation; activation mode
- Abstract
From the perspective of brand value shaping and consumer emotion cultivation, this paper uses case analysis and cross-case research methods, selects four internationally renowned old brands as examples, and explores how the old brand names carry out brand activation driven by the differentiated internal and external environment. Consequently, it is found that: firstly, the old brand mainly focuses on the internal activation and external extension of brand activation in terms of brand value shaping and consumer emotion cultivation; secondly, due to the difference between the market environment of the industry and the status of its own brand, the old brand has finally formed four different brand activation modes: marketing, conservative, pluralism and orientation.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Shiyingzi Huang PY - 2019/07 DA - 2019/07 TI - Research on the Activation Path of the Old Brand From the Perspective of Brand Value Shaping and Consumer Emotion Cultivation BT - Proceedings of the 4th International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2019) PB - Atlantis Press SP - 1529 EP - 1531 SN - 2352-5398 UR - https://doi.org/10.2991/iccessh-19.2019.334 DO - 10.2991/iccessh-19.2019.334 ID - Huang2019/07 ER -