The Evolution Of Brand Image And The Analysis Of Aesthetic Taste

The brand image is the core of the enterprise,and it is intangible assets during the development of the enterprise.some people joke that even if Coca-Cola is completely burnt,it can still rebirth just in virtue of its deeply ingrained brand image and impact.Brand image,as the main carrier of vision and information,is the most visualized expression.Nevertheless,customers,mainly through watching,shape their intuitive impression and perpetual understanding toward a brand,and then decide whether to further explore its culture,products and services behind its appearance,and whether to accept or even spread.What's more,the brand image is capable of revealing the distinct features of the enterprise,helping it to be distinguished among numerous competitors,leaving integrated and principled impression to the public,and enhancing people' s personal acceptance of the enterprise.There come some changes to people' s aesthetic taste owing to the promotion of science and technology and the transformation of human life style and cultural structure.As a type of evaluation criteria,the aesthetic taste directly affect people's choice,comments and use of products,which will then affect the actions of improvement and packaging put into the products and the adjustment of the brand image.Recently,many enterprises have changed their own brand image,such as Didi Taxi,Australian Airlines,Google,Bank of Shanghai,Youku and etc.These replacements reflect the great significance those enterprises attached to the brand image.In this way,what is the standard to promote the brand image? What is the relationship among the advance of the times,the evolution of brand image and the aesthetic taste? And how does the aesthetic taste specifically influence the brand image? The above issues are all that worth exploring and deeply thinking.The paper is based on the brand image and the researches on the present situations of aesthetic taste,combines the famous works around the world,Journals,academic papers and other theoretical achievements,analyzes the evolution of the brand image,the connotation and value of the brand image,the driving force of brand image renewal,the development of the time and the change of aesthetic taste,combines with some brand image cases,analyzes the advance of the times,the relationship between brand image evolution and people'saesthetic taste.With the development of our time,the aesthetic taste is renewing,which helps the brand image improve itself in two aspects: one is the emotional longitudinal excavation;the other is the sensual lateral stimulus.Grasping the advance of the times and predicting the changes in people's aesthetic taste can better upgrade the brand image,support companies to choose and implement brand strategy,as well,create the brand value.All the above is my own constructive suggestions concerning to brand image in the paper writing process.I hope to make the modest contribution to this field.