Review of research on brand identity
Authors
Mengzen Li1, *
1School of Guangdong, University of Finance and Economics, Guangdong, Guangzhou, China
*Corresponding author.
Email: 1640253867@qq.com
Corresponding Author
Mengzen Li
Available Online 31 October 2023.
- DOI
- 10.2991/978-2-38476-126-5_167How to use a DOI?
- Keywords
- Brand identity; The consumer; Embodied cognition
- Abstract
Brand identity is an important visual representation of an enterprise, which represents the values of an enterprise and is one of the important sources of its core competitiveness. This paper briefly summarizes the definition of brand identity, and classifies brand identity according to different ways, as well as the impact of different brand identity on consumers. On this basis, some suggestions for future research are provided.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Mengzen Li PY - 2023 DA - 2023/10/31 TI - Review of research on brand identity BT - Proceedings of the 2023 7th International Seminar on Education, Management and Social Sciences (ISEMSS 2023) PB - Atlantis Press SP - 1489 EP - 1494 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-38476-126-5_167 DO - 10.2991/978-2-38476-126-5_167 ID - Li2023 ER -