Research On Wang Laoji Brand Culture And Brand Image Communication

Chinese people have not lacked brand awareness since ancient times.As early as the Song Dynasty,trademarks were born.In order to establish their own brand image and create their own brand culture,the company is making unremitting efforts.Wang Laoji's brand culture and brand image have been established for a long time.As early as the late Qing Dynasty,Wang Laoji's brand was not only loved and familiar in the hot and humid Lingnan area,but also spread across the sea to the United States.After the founding of New China,Wang Laoji went through several ups and downs and sought his own development in the ups and downs.Especially since the reform and opening up,with the rapid development of China's economy,from the perspective of geography,Wang Laoji's birthplace,Guangdong,as the frontier of China's reform and opening up,Wang Laoji ushered in an excellent opportunity for brand development.Wang Laoji's brand culture and brand image have gradually been recognized by people at home and abroad,and the brand value has soared.Wang Laoji's way of building a brand to a brand that is widely recognized by the public deserves our understanding and research.This paper studies Wang Laoji's brand culture and brand image.On the one hand,it has a significant significance for Wang Laoji's own brand culture and brand image.On the other hand,it can provide some reference for other similar enterprises' brand development.More is more conducive to the corporate brand culture and the path of brand image.Through the research of this paper,the conclusions are as follows: Firstly,Wang Laoji has accurately positioned the products through the mining of brand culture and the construction of brand image,and realized its own leap-forward development,which has become the benchmark brand of China's beverage industry.Secondly,Wang Laoji's brand culture mainly covers two levels: TCM health culture and auspicious culture.Thirdly,the improvement of Wang Laoji's brand culture and brand image is a process of continuous development and mutual influence.It is constantly sublimating and complementing each other in the process of implementing its brand strategy.