The Essence of Brand-Relationship Based on Innovation

DOI

10.2991/assehr.k.200205.038How to use a DOI?

Keywords

brand, constituent elements, products innovation, consumers, substantive relationships

Abstract

The essence of corporate competition is to compete for brand control. By analyzing the connotation, meaning, and several influential theories of the brand, the paper reveals the internal and external relations and the construction principles of the essential elements of the brand. It shows that the basis of the brand is the concept of corporate culture and products.and the way of development is from product innovation with Contemporary technology. The essence of the brand is interactive relationship between a group of products and consumers. This study aims at giving an alert or reference to the majority of managers in small and medium enterprises and some aspiring independent entrepreneurs.

Copyright

© 2020, 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/).

Download article (PDF)

TY  - CONF
AU  - Tiantian Zhang
AU  - Huabin Wang
PY  - 2020
DA  - 2020/02/13
TI  - The Essence of Brand-Relationship Based on Innovation
BT  - Proceedings of the Third International Conference on Social Science, Public Health and Education (SSPHE 2019)
PB  - Atlantis Press
SP  - 180
EP  - 184
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200205.038
DO  - 10.2991/assehr.k.200205.038
ID  - Zhang2020
ER  -