The Effectiveness of Exterior Color on Brand Identity and Purchase Intention

Abstract

In 2018, after Tesla entered the Chinese market, China entered the era of new energy vehicles, and in 2020 Wuling launched a small new energy vehicle called Wuling Hongguang MINI EV, which has changed the fate of Wuling since its introduction, attracting a large number of consumers with its outstanding appearance and subsequently becoming the global small pure electric car sales champion, and also changing the Wuling Hongguang in It also changed the brand impression of Wuling Hongguang in consumers' minds. Thus, the purpose of this study was to examine why differences in color and appearance affect the extent to which consumers perceive a brand. This paper took the Wuling Hongguang MINI EV as an example for research and tried to find the reason why consumers love Wuling and the reason why the inherent brand impression of Wuling cars has changed. The first reason is related to symbolic identity of Wuling Hongguang MINI's appearance. Secondly, is about the social identity, and finally, the vividness of the color is also the reason which could lead a different brand impression. The significance of this paper was to advise some emerging car brands on their long-term development and, secondly, to study the relationship between brand appearance and brand identity.