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The Influence of Brand Effect
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The Influence of Brand Effect on Consumption Behavior of the Irish and Chinese in Ireland
......2. Brand Marketing
2.1 What Brands Try to Achieve
The whole point of marketing at least good marketing is to consciously come up with a way of determining exactly what kind of brand to offer consumers and what kind of experience one wants to create for them. Certain brands have become a part of pop culture such as Levis, Apple, Coca-Cola, McDonalds, Guess, Ikea, Target, Starbucks, Chanel, Nike, Gucci, Calvin Kline, and Microsoft - - among many others
In 2001, the Chinese government launched the going abroad policy, encourage Chinese companies to invest and create Chinese brands in international markets. However, The Journal of Asia Business Studies reported in an article entitled, Irish consumers perception of Chinese brands and how to improve the made in China image, that perceptions of Chinese brands among Western consumers have been shown to be consistently low, especially among European consumers (Wang & Gao 2010)......
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