Research on Brand Heritage Model Construction and Activation Strategy Based on Brand Asset Theory
In the context of the acceleration of economic globalization and the influence of multiculturalism, people’s lifestyle has changed, new demands have been made on brands, and many old names are facing the brand crisis. Therefore, through the study of brand equity theory and the elements of brand heri...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2020-01-01
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| Series: | E3S Web of Conferences |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2020/39/e3sconf_ewre2020_02071.pdf |