Identifying Brand Consistency by Product Differentiation Using CNN

This paper presents a new method of using a convolutional neural network(CNN)in machine learning to identify brand consistency by product appearance variation.In Experiment 1,we collected fifty mouse devices from the past thirty-five years from a renowned company to build a dataset consisting of product pictures with pre-defined design features of their appearance and functions.Results show that it is a challenge to distinguish periods for the subtle evolution of themouse devices with such traditionalmethods as time series analysis and principal component analysis(PCA).In Experiment 2,we applied deep learning to predict the extent to which the product appearance variation ofmouse devices of various brands.The investigation collected 6,042 images ofmouse devices and divided theminto the Early Stage and the Late Stage.Results show the highest accuracy of 81.4%with the CNNmodel,and the evaluation score of brand style consistency is 0.36,implying that the brand consistency score converted by the CNN accuracy rate is not always perfect in the real world.The relationship between product appearance variation,brand style consistency,and evaluation score is beneficial for predicting new product styles and future product style roadmaps.In addition,the CNN heat maps highlight the critical areas of design features of different styles,providing alternative clues related to the blurred boundary.The study provides insights into practical problems for designers,manufacturers,and marketers in product design.It not only contributes to the scientific understanding of design development,but also provides industry professionals with practical tools and methods to improve the design process and maintain brand consistency.Designers can use these techniques to find features that influence brand style.Then,capture these features as innovative design elements and maintain core brand values.

Emotionally Resonant Branding: The Role of AI in Synthesising Dynamic Brand Images for Artists in the Music Industry

Artificial Intelligence (AI) expands its recognition rapidly through the past few years in the context of generating content dynamically, remarkably challenging the human creativity. This study aims to evaluate the efficacy of AI in enhancing personal branding for musicians, particularly in crafting brand images based on emotions received from the artist’s music will improve the audience perceptions regarding the artist’s brand. Study used a quantitative approach for the research, gathering primary data from the survey of 191 people—music lovers, musicians and music producers. The survey focuses on preferences, perceptions, and behaviours related to music consumption and artist branding. The study results demonstrate the awareness and understanding of AI’s role in personal branding within the music industry. Also, results indicate that such an adaptive approach enhances audience perceptions of the artist and strengthens emotional connections. Furthermore, over 50% of the participants indicated a desire to attend live events where an artist’s brand image adapts dynamically to their emotions. The study focuses on novel approaches in personal branding based on the interaction of AI-driven emotional data. In contrast to traditional branding concepts, this study indicates that AI can suggest dynamic and emotionally resonant brand identities for artists. The real time audience response gives proper guidance for the decision-making. This study enriches the knowledge of AI’s applicability to branding processes in the context of the music industry and opens the possibilities for additional advancements in building emotionally appealing brand identities.

Helping Chinese Brands Go Global

The activity organized by Navigator has enhanced Chinese enterprises’understanding of the strategy of brands going international.NAVIGATOR is a research institute built by the International Communication Committee(ICC)of the China Advertising Association devoted to assisting Chinese brands go international.Its first activity was held at Huawei's headquarters in Shenzhen,aimed at helping the internationalization of Chinese brands.

Intensifying International Beauty Brands' Game against China

The way in which international beauty giants are laying out the Chinese market seems to be quietly changing.I have recently observed that the pace of foreign beauty giants launching self-developed patented ingredients and technologies is accelerating.In particular,a number of relevant achievements have been focused on the November 2023 China International Import Expo.Among them,new patented ingredients/technologies launched in the past year accounted for six cases.They include Shiseido’s Neomyone,Unilever’s Glutathione meta-technology,Amore Pacific's Fonoin,Estee Lauder's Sertiin Age Reversal Technology,Kose’s IPS cell research technology,and Procter&Gamble’s OLAY’s“Collagen Visualization”technology,etc..

The Study of Consumer Brand Rumor Counteraction Behavior

In the era of digital communication and widespread use of social media,brand reputation management has become increasingly challenging.The rise of both positive and negative rumors surrounding brands has made it critical for companies to understand how consumers react to such information in order to safeguard their image and maintain customer loyalty.Brand rumors,often unverified or false,can spread rapidly through platforms like Twitter,Facebook,and online forums,significantly impacting consumer perceptions and market positions.The ability of consumers to counteract these rumors is a crucial aspect of modern brand management.This study aims to explore consumer brand rumor counteraction behavior,focusing on how consumers respond to rumors and how their actions can mitigate the negative effects of misinformation on brands.By analyzing key factors such as skepticism,fact-checking,and counter-narrative amplification,this paper provides valuable insights into consumer behaviors that influence brand reputation and offers practical implications for effective brand management strategies.

Regional Brand and High-quality Development of Fruits in Ethnic Areas of the Yangtze River Economic Belt under the Greater Food Approach

Establishing the Greater Food Approach and promoting the Yangtze River Economic Belt s national major regional development strategy can better support and serve the agricultural power and Chinese-style modernization.This paper introduces the characteristics of fruit industry in 16 autonomous prefectures and 47 autonomous counties under the jurisdiction of the Yangtze River Economic Belt.It studies the intellectual property resources of brand marks from the aspects of geographical indications,collective trademarks,certification trademarks,well-known trademarks in China and national design patents,and analyzes the main problems of brand and high-quality development of fruit industry in these ethnic autonomous areas.Finally,it puts forward some strategies,such as improving the protection of intellectual property rights of geographical indications,using intellectual property rights of brand signs,building modern seed industry upgrading project,drawing lessons from the experience of thousand villages demonstration project,ensuring that large-scale poverty does not occur,and building a diversified food supply system.

Research on the Chinese Translation of Brand Advertisements from the Perspective of Skopos Theory

This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.

Brand Construction of Characteristic Agricultural Products in Ethnic Regions under the Background of Rural Revitalization:A Case Study of Honeysuckle Industry of Mashan County

The brand construction of agricultural products is a necessary path for agricultural development and an effective way to enhance the added value and market competitiveness of agricultural products.How to do a good job in building agricultural product brands under the background of rural revitalization?This paper takes the honeysuckle industry in Mashan County,Nanning as a case study for comprehensive analysis,forming a driving force for the high-quality development of characteristic agricultural industries.

A Study on the Influence of Patterned Logo Design on Brand Image-Focused on the Li Ning Brand

In today’s flood of information,people mainly rely on visual information to recognize brands.Pattern logo design is a representative brand image and directly affects consumers’brand impression and perception.The purpose of this study is to examine the characteristics of the Li Ning brand and the effect of pattern logo design on the brand image.Specifically,it is to provide practical guidelines for brand management and design by analyzing the effects on brand perception,emotional connection,and consumer behavior.For the scope of the study,seven brands are selected for analysis of famous brand cases at home and abroad.The research method is to design a patterned logo suitable for brand characteristics through literature review,empirical research,and detailed analysis of the overall style characteristics of the current Li Ning brand.The research content first analyzes the role of pattern logo design in terms of brand perception,brand perception,and brand sensitivity.Subsequently,the evolution and effect of the Li Ning brand in logo design are examined,and details are discussed in combination with the color and shape of the logo pattern.Finally,by presenting some suggestions and optimized design plans that fit the characteristics and trends of the Li Ning brand,the brand image and market competitiveness can be improved.According to the research results,first,the color,shape,and other factors of brand pattern logo design are closely related to brand image.Second,pattern logo design has a significant influence on consumer attitudes and purchase intentions.Third,consumers are more interested in the design of a patterned logo with high brand awareness.This study has a certain significance in that it reveals the mechanism by which pattern logo design affects brand image and provides useful ideas and suggestions for brand design and marketing.

Research on the Innovative Decisions of Supermarket Private Brands and Designated Manufacturers

One of the core competencies of a supermarket lies in its branding.With the continuous development of the market economy and the ongoing evolution of consumer demand,private brands have progressively emerged as significant contributors to supermarket growth.However,a pivotal developmental challenge for supermarkets is navigating the innovative decision-making process between private brands and designated manufacturers.This paper aims to investigate the innovative decisions between private brands and designated manufacturers,along with the relevant promotional strategies employed during entry into the United States market.

Application of Color Psychology in Korean Brand Identity Design-Etude House

The purpose of this analysis is to delve into the application of color psychology in the logo design of Korean cosmetic brands,using Etude House as an example for an exhaustive analysis.By examining the history of the Etude House brand,the evolution of the logo design,and the changes in color choices,we analyze the traditional concepts of color symbolism in Korean culture and the culture of color in contemporary society in order to reveal the important role of color in cosmetic brand image.Through an in-depth analysis of the use of color in Etude House’s brand identity,we further analyze the impact of color on consumer emotions and purchasing behavior,as well as the potential impact of brand identity changes on market performance.Finally,the conclusions of the analysis summarize the practical application of color psychology in Etude House’s brand logo design,suggest recommendations for other Korean cosmetic brands to draw upon in their logo design,and discuss future directions.

Expo 2020 Dubai’s Impact on the United Arab Emirates’Brand:A Quantitative Analysis About American and European Media Companies

Countries implement corporate communication initiatives to improve their international relations,achieve different business objectives,and reinforce their brands.Nation branding activities are mainly based on international events:sport,culture,social issues.This paper evaluates the Expo 2020 Dubai’s impact on the United Arab Emirates’brand.We conducted a literature review about nation branding,and then we resorted to 15 indicators to analyze how the most important newspapers from some of the most influential countries(United States,Russia,France,and Germany)covered this event from a journalistic and corporate communication perspective.Our results proved that 82 articles were published about this topic,and the most common criteria respected were quoting organizers(n=61),using the Expo’s logo(n=45)and the image of a falcon(n=43).We concluded that most media companies focused on facts related to the Expo and did references to the country’s identity(values,flag,falcon),but most of them did not include links to the Dubai Expo’s and UAE public authorities’websites.

Market Positioning Analysis of CJ Brand Fitness Equipment

CJ Health Technology Co.has been an export-oriented supplier of fitness equipment,boasting leading technology innovation and manufacturing capabilities.However,in the process of expanding into the domestic market,the challenges of unclear market positioning and lack of brand awareness have emerged as major obstacles.To address these issues,a SWOT analysis was conducted to explore a suitable market positioning strategy for the CJ brand.The analysis reveals that the market demand for commercial fitness equipment is relatively saturated,with fierce competition.In contrast,the home fitness market represents a new blue ocean with promising development opportunities for the CJ brand.Leveraging excellent product quality,stringent quality control measures,and innovation-driven cutting-edge technology,it is recommended that CJ brand fitness equipment target young customers aged between 25 and 35 years old.Additionally,vigorously developing the home fitness product line is proposed to capitalize on this burgeoning market segment.

Analysis of the Brand Visual Needs System from the Perspective of Contemporary Market Demands

Brand visual design is not only an essential bridge for companies to convey their ideas and values but also a key factor in shaping the brand image and enhancing market competitiveness.However,a pervasive concern has arisen in society that many recent graduates in brand design and visual design cannot immediately meet the demands of the design industry.Despite attempts by scholars to reform courses and teaching philosophies,there are still significant shortcomings and gaps.Therefore,based on market orientation and supply-demand concepts,this study collected in-depth recruitment demands for brand design from 74 companies and conducted systematic summarization and analysis.It synthesized a demand model consisting of three major modules and 55 content points required by companies for brand design students.Based on these demands,adjustments and plans were made to the curriculum content,aiming to construct a teaching system that not only meets market demands but also enhances students’comprehensive qualities.The goal is to cultivate more outstanding talents capable of quickly adapting to and excelling in brand design work.

Explore Regional Characteristics and Design to Enhance New Elements of Brand Packaging--Taking Moutai as an Example

Taking ethnic minority culture as the starting point,this paper explores the possibility of artistic expression of elements in different regions,and explores how regional brands can combine regional culture to create market effects and public preferences.Through field research,literature research,and market case comparison,the aesthetic symbols of different cultural and artistic forms of the Dong ethnic group are refined and expressed,and their application in the development of local brand design is explored.Artistic expression elements such as patterns,colors,and materials are extracted from the architectural culture,ethnic art,and daily food customs of the Dong ethnic group,and used in the design of regional wine products,deeply connecting regional culture and regional brands.In the design,we should pay attention to national characteristics and brand effects,and carry out the design from a multi-dimensional design perspective,which will help to enhance brand competitiveness and achieve a win-win situation under the long-term goal of promoting national self-confidence and inheriting the essence of national culture.

Research on Tourism Brand Building in Shapingba District from the Perspective of Cultural and Tourism Integration:A Case Study of Sunac Cultural Tourism City

From the perspective of cultural and tourism integration,this paper uses Sunac Cultural Tourism City in Chongqing’s Shapingba District as a case study to explore its tourism brand-building model and provide corresponding suggestions.First,relevant literature was reviewed to understand the theoretical foundations of cultural and tourism integration,cultural tourism brands,and brand building.Then,authoritative data was collected from official websites to conduct an in-depth analysis of the area’s cultural and tourism resources.This study introduces an overview of the cultural and tourism resources in Shapingba District and analyzes the development status and brand-building situation of Sunac Cultural Tourism City.Using the SWOT analysis method and based on the theoretical foundation,this paper comprehensively evaluates the advantages,disadvantages,opportunities,and threats in the brand building of Sunac Cultural Tourism City.The aim is to offer effective suggestions for tourism brand building in the Shapingba District,thereby promoting the integration and development of the cultural and tourism industries.This research holds both theoretical and practical significance for promoting tourism brand-building and the integration of cultural and tourism industries in the Shapingba District.

Determinants of continuous usage intention of branded apps in omni-channel retail environment: comparison between experience-oriented and transaction-oriented apps

Branded applications(apps)have become core touchpoints for improving consumer shopping experiences in omni-channel retailing,and many firms have developed different types of branded apps to provide additional value.Moreover,continuous usage intention is the key to improving enterprises’gain efficiency and consumers’brand loyalty.This study aims to reveal how branded apps achieve continuance intention from the perspective of consumer perceptions by combining the technology acceptance model and investigating the impact of differences in channel features on usage behavior between the two types of branded apps.An experiment was designed comparing transaction-and experience-oriented branded apps.A structural equation modeling technique was employed to validate the model based on the survey data of respondents from the experimental groups.The results show that the supportive role of omni-channel has a unique experience mechanism that promotes continuous usage intention.However,there are two discrepant results regarding the effect of perceived complementarity on perceived usefulness in transaction-and experience-oriented branded apps.The mediating role of perceived usefulness between perceived consistency,complementarity,ease of use and consumer satisfaction was supported in the experience-oriented apps but rejected in the transaction-oriented apps.

Conceptual Metaphor Analysis in Advertising Slogans about Coffee Brands

This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands,exploring how these linguistic devices influence consumer perception and brand appeal.By employing cognitive linguistic theories,this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns,revealing the underlying conceptual mappings that enhance brand messaging.The analysis underscores the importance of metaphorical language in simplifying complex ideas,evoking emotional responses,and establishing a connection between the product and the consumer’s everyday experiences.This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.

改进sinobrand模型的农产品区域品牌价值评估

农产品品牌化是建设农业强国的关键步骤,对农产品区域品牌价值进行评估对农产品品牌化具有重要的推动作用。梳理了农产品区域品牌评估方法的研究现状,选用sinobrand模型对农产品区域品牌价值进行评估,并对品牌优势值的测算作出改进,将消费者偏好引入品牌强度评价指标后结合爬虫以及文本情感分析技术进行衡量,得到汉源花椒品牌价值为149.55亿元,验证了改进sinobrand模型的适用性,针对汉源花椒品牌价值提升提出了注重品牌保护、宣传汉源花椒品牌故事、与其他行业品牌合作等建议,以期提供参考。

基于INTERBRAND模型对长春市L滑雪场有限公司品牌价值评估的实证研究

本研究是一次探索性的实证研究,目的是测量与评估数字时代下的长春市冰雪体育企业品牌价值,研究使用了“Interbrand模型”逻辑展开。“Interbrand”模型是企业实际品牌价值评估的一个重要工具,它的标准框架适用于不同行业、不同企业品牌价值评估,所以将其作为主要分析工具,并结合内容分析法、问卷调查法、定性访谈法等方法归纳长春市“L”滑雪场有限公司的品牌价值构成要素。研究主要分为两个阶段:1、旨对长春市“L”滑雪场有限公司品牌价值进行评估;2、旨在品牌价值评估基础上提出品牌战略开发与实施建议。在本研究中,品牌价值主要指品牌为企业带来的超额现金流这个指标来测量。所以研究使用长春市“L”滑雪场有限公司近3年的财务数据及消费评价为研究基础,研究结果表明:1、要重视品牌建设,因为它能够为企业带来的超额收益;2、品牌建立的基础,是消费者对滑雪产品及服务的综合体验;3、企业不应只追求成本优势,而需要依靠新时代背景下的知识服务优势,打造更令人满意的产品;4、企业应更重视知识创新,因为这是提升服务质量的重要基础。