Researches That Are Based On Customers' Psychology And Aimed To Shape Cultural Brand Images

Since the early 20th century, people began to carry out a wide range of brand image researches. During this period, researches about direct and indirect brand images were presented to the public one after another. However, most of them were limited to brand itself and did not analyze brand images from the consumer's perspective. This kind of tendency, therefore, has actually misled enterprises to shape their brand images. This paper is exactly based upon this problem and tries to define brand images from customers' psychology and strives to offer a new vision for enterprises when they are trying to shape their cultural brand images.Researches that are based on customers' psychology and aimed to shape cultural brand images from a brand-new way, are mainly focused on the relationship between customer psychology and brand image building. This article, when tries to understand consumption psychology and cultural brand more precisely and clearly, will dig into the above-mentioned relationship from three different ways: consumers and product brands are interacting with each other; product brands definitely influence consumers' purchasing behaviors; brand images are certainly leading consumer psychology. Three different questions are also brought out in this paper: what is the prerequisite of consumer psychology-based cultural brand images; what is a proper guide for shaping this kind of brand images and how should be the conversion going from brand images to brand culture. This paper ends with an instance which borrows Lining, one of the greatest sports-ware brands in China, to demonstrate how consumption psychology and brand images double win successfully and offer a better reference for enterprises to shape their cultural brand images.