A Research in the Integration Degree between Product Image and Corporate Brand Image

摘要：

Many domestic shaver enterprises do not establish clear corporate image in their consumers. In this paper, it takes an electric shaver corporation, Flyco, as an example, to explore the difference between its product image and the competitors’ product image. The integration degree between product image and corporate brand image is analyzed through semantic differential method. Some suggestions are given for defining and improving the corporate brand image.

关键词： brand image product image semantic differential method integration degree

作者: Qiang Chen Lufang Zhang Xinxin Qiao

作者单位: College of Art, Zhejiang University of Technology Hangzhou, Zhejiang Province 310012, China

会议类型: 国际会议

会议名称: 2010 IEEE 11th International Conference on Computer-Aided Industrial Design & Conceptual Design(2010年第11届国际计算机辅助工业设计与概念设计学术会议)

会议地点: 浙江义乌

会议语种:英文

页码: 361-364

在线出版日期: 2010-11-17（万方平台首次上网日期，不代表论文的发表时间）