Brand Culture and Localization Design

DOI

10.2991/icelaic-15.2016.169How to use a DOI?

Keywords

business role; brand culture; localization design

Abstract

Today, in the market of product diversification, how consumers choose and buy commodity from the array of goods is the first concern of enterprise in selling product and in obtaining maximized market profits. In the modern society, with more choices, along with the increasing frequency of commodity updates, consumers also have greatly descending loyalty of goods. They often do impulse shopping. The consumers purchase behavior is very easy to be influenced by various factors. The uncertainty of consumer's consumption behavior, the way of obtaining goods and the variety of channel have become the common problem that contemporary enterprises have to face. How to attract the attention of consumers through effective marketing method and the unique brand external visual image to cause consumers find the advantages of products How to use consumer sensibility consumption trend to get more product popularity and turn the consumer’s emotion of commodity into brand loyalty These are the priority questions related to how an enterprise creates distinct, unique, personality brand image through understanding the real needs of consumers under the influence of the experiential marketing concept. Create a story that makes a role close to life. A life body full of life experience, a person who has a story, is more likely to cause consumers’ interest of exploration, more accessible to consumers in the emotional resonance. A story of the brand role is more likely to cause the consumer's association with the product.

Copyright

© 2016, 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/).

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TY  - CONF
AU  - Nan Lv
PY  - 2015/11
DA  - 2015/11
TI  - Brand Culture and Localization Design
BT  - Proceedings of the 2015 2nd International Conference on Education, Language, Art and Intercultural Communication
PB  - Atlantis Press
SP  - 654
EP  - 656
SN  - 2352-5398
UR  - https://doi.org/10.2991/icelaic-15.2016.169
DO  - 10.2991/icelaic-15.2016.169
ID  - Lv2015/11
ER  -