Literature review on optimizing brand image and improved customer purchase intention

Abstract

In the process of global economy, in the face of increasing business competition, it is more difficult than ever for brands to approach consumers and persuade them to consume. In the commercial environment, the competition between enterprises is essentially the competition of brands, and the competition of brands must first carry out the competition of brand image. Brand image carries the mission of information dissemination and value creation and plays an important role in business behavior. How to improve customer purchase intention by optimizing brand image and greatly promote the development of business through brand image is the purpose of this study. The construction and application of brand image not only covers all the characteristics of the brand, but also the focus of consumers’ attention when choosing brands and products. This paper comprehensively uses the systematic theories and methods of art design, marketing and consumer psychology and behavior as support, and adopts research methods such as literature data to explore and study the field of brand image. This study finds that customer perception of brand image directly affects customer purchase intention. At present, there are relatively few researches on how brand image can empower business. Through the study of “optimizing brand image to improve customer purchase intention”, this paper focuses on the direction of brand image empowering business, broadens the research breadth and depth in the field of brand image, and enrichis the research achievements in the field of brand image.