The reshaping of the time-honored brand image under the new media environment

DOI

10.2991/icssed-19.2019.118How to use a DOI?

Keywords

new media; marketing; brand image

Abstract

Since China’s reform and opening up, foreign brands have entered the Chinese market and exerted a strong impact on domestic brands. There are a lot of new enterprises in succession in China. Some of the brands come from earlier ages and have been passed so far. They have been regarded as “time-honored brands” in the mind of consumers. But these “time-honored brands” are also facing many problems in sales and promotion: the consumer aging and their groups reduce; the brand image is rigid and so on. Under the circumstances, many "time-honored brands" have decided to change their marketing and promotion methods and make their efforts to use new media platforms, link social networks and reshape their brand image.

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/).

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TY  - CONF
AU  - Hao Sishun
PY  - 2019/05
DA  - 2019/05
TI  - The reshaping of the time-honored brand image under the new media environment
BT  - Proceedings of the 2019 4th International Conference on Social Sciences and Economic Development (ICSSED 2019)
PB  - Atlantis Press
SP  - 633
EP  - 636
SN  - 2352-5398
UR  - https://doi.org/10.2991/icssed-19.2019.118
DO  - 10.2991/icssed-19.2019.118
ID  - Sishun2019/05
ER  -