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On the image of entrepreneurs on the brand image construct meaning

Author: JiaZuo
Tutor: WangChunQuan
School: Northwestern University
Course: Communication
Keywords: Image of entrepreneurs Brand image Construct Brand management
CLC: F272.91
Type: Master's thesis
Year: 2009
Downloads: 319
Quote: 2
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Abstract


Era of winning in this image , the image of the value of people unprecedented attention . Good image of the entrepreneur is an important force in shaping the brand image embodies the personification of the brand development Brand actively construct meaning . This paper reviews the theory of brand image and the image of entrepreneurs , to try to clarify the concept of brand image and the image of entrepreneurs , to explore the relationship between entrepreneurs image and brand image . Combined with specific cases investigated from different dimensions and levels to examine the image of entrepreneurs consider the image of entrepreneurs indicators to explain the meaning of the image of entrepreneurs to the construction of brand image . Elaborated through the analysis of this article , the paper argues that the image of entrepreneurs is an important asset of the brand inseparable elements constituting the brand image , brand image transmission symbol , is an important force to build brand image and positive brand image construct meaning , mainly in the win consumer acceptance and help brands build relationships with consumers . The image of entrepreneurs is highly concentrated and sensual embodies the brand image . Entrepreneurs image spread , can greatly improve brand awareness , increase the brand's reputation , stimulate consumer good brand association , has won the recognition and understanding of consumers' brand image . However , the image of entrepreneurs in a positive brand image construct meaning potentially great risk , selected two typical cases designed to summarize the lessons learned from the failure of entrepreneurs should pay attention to the image of the problem . Entrepreneurs need to rely on effective management and dissemination image of Brand Construction , this article discusses the management issues of the image of entrepreneurs with Goffman's theory of drama . Concludes the paper based on the interests of the commercialized under the age of mass media , driven by the problems of the image of entrepreneurs , to evoke entrepreneurs to reflect itself in the moral , social responsibility .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise planning and management decision - making > Corporate Administration > Business leaders
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