Abstract
Product homogenization becomes serious today; how to use the brand core values to seek differentiated competitive advantage has become the key to brand strategy. Based on the domestic and international studies, this paper summarizes the connotation of the brand core values, the dimensions and measure of the brand core values, and the relationships between the brand core values and other marketing variables, trying to show the overall framework of the brand core values research. Meanwhile, it points out the shortcomings of existing research and research prospects for the future, so as to provide reference for future research.
Highlights
With the continuous development of social progress and mature market, the variety of goods is increasingly diverse; market competition has shifted to brand competition by the advertising and marketing competition
In the empirical research related to the core values of the brand, many scholars have explored the core values of the brand and brand loyalty, brand extension and other relations between the variables, the brand core values is introduced as the variables of different types in research
Yao Jie studies on the shaping the brand core values to brand loyalty-oriented, the empirical results show that product quality, functional innovation and customer response play a significant role to the brand functional values, communication, humaneness and integrity have significant role in promoting brand emotional values, self-expression and social prestige have significant role in promoting brand symbolic values
Summary
With the continuous development of social progress and mature market, the variety of goods is increasingly diverse; market competition has shifted to brand competition by the advertising and marketing competition. Consumers choose between different brands in order to maximize personal utility, mainly by comparing their need structure and the value which constitute branded products, because the brand provides consumers to express themselves, and pursue ways of emotional satisfaction besides the product itself. The academy has conducted more research on core values of the brand, but foreign scholars mainly studied. (2015) A Study on the Core Values of the Brand. Sun from the customer’s point of view rather than the brand value, and domestic scholars conducted less empirical research. It is necessary to research brand core values. This article focuses on the core brand values to sort out related research, in order to provide guidance or reference for corporate brand building. Throughout the existing research, the core values of brand mainly include: What are the core values of the brand? Throughout the existing research, the core values of brand mainly include: What are the core values of the brand? What is included? What is the relationship between the core values of the brand and brand loyalty, brand extension and other variables?
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