A Comprehensive Review of Evolving Brand Image Strategies: From Universal Appeal to Targeted Resonance in Modern Marketing

Abstract

In today’s fierce market competition, brand image building has become the object of attention of major corporations, more and more enterprises take brand image building as the key work of marketing, such as Amazon, and Disney. Therefore being fully aware of the model and internal mechanism of brand image sharping in enhancing brand market competitiveness, it can provide an effective reference for enterprises to improve the efficiency of brand image building. This paper is devoted to reviewing the history route of brand image building, and summarizing the typical cases, then summarize the business strategies of several different brands. Finally, we summarize the effective business strategy for brand image building, the first is high-quality products, good quality and cheap products always can attract more customers; the second is precise brand positioning, targeting customers to gain competitive advantages; the third is high-quality corporate culture, good cultural atmosphere can enrich the connotation of enterprises and the external competitiveness, to stand out from the homogenized products; the forth is great ethical image, enterprises though attend public welfare activities and other ways to create a positive brand image, then enhance customer’s loyalty.