Review of Brand lmage Study

Abstract

Through understanding the definitions of brand image in China and other countries, this paper summarizes the theory and model of it. From the perspective of the brand composing dimensions, views on brand image composing dimensions in and out of China are analyzed, and the "big five" model of brand personality dimension is thus obtained. At present, there are some differences in brand image theories in China and abroad, but the future brand image theories will show diversified development under the market leadership, which is also a good opportunity for cross-disciplinary research on brand image. Keywords—brand image; brand image theory; composing dimensions; "big five" model