Uncovering the Corporate Brand's Core Values

Introduction

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 also provides consumers to express themselves, and pursue ways of emotional satisfaction besides the product itself. Consumers obtain the added value on the product through the consumption of the brand products, to achieve the brand core values of shift from products to consumers, so that the core values of the brand will affect consumers' purchasing decisions.

One of the ultimate goals of corporate marketing is to establish a strong relationship bond between consumers and brands, and the core value of brand is the basis for the establishment of the relationship between consumers and the brand, a direct impact on the success of the brand. Today, however, most enterprises in China have not set up the correct view of the brand, and almost have no accurate positioning of the brand values. Brand core value is not clear; lack of personality, and brand character tends to be similar. The result has been a succession of advertising campaigns and price war. Thus, shaping the brand core values has become imperative. In recent years, the academy has conducted more research on core values of the brand, but foreign scholars mainly studied from the customer's point of view rather than the brand value, and domestic scholars conducted less empirical research. Therefore, 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? What is included? What is the relationship between the core values of the brand and brand loyalty, brand extension and other variables?