REPRESENTATIONS OF THE POSITIVE IMAGE OF CHINA’S OWN BRAND (BASED ON THE EXAMPLE OF THE GEELY AUTOMOBILE COMPANY)

UDC 070(46)

 

Xu Qi – external doctorate student, the Department of Communication Technologies and Public Relations. Belarusian State University (4, Nezavisimosti Ave., 220030, Minsk, Republic of Belarus). E-mail: 370334895@qq.com

DOI: https://doi.org/10.52065/2520-6729-2024-279-7.

 

Key words: Geely, brand, image, China, image representation, positive image, brand evaluation models.

For citation: Xu Qi. Representations of the positive image of china’s own brand (based on the example of the Geely automobile company). Proceedings of BSTU, issue 4, Print- and Mediatechnologies, 2024, no. 1 (279), pp. 52–56 (In Russian). DOI: 10.52065/2520-6729-2024-279-7.

Abstract

The article examines the representation of the brand positive image of China’s own brand Geely. Brand management plays an important role in the automotive industry, its main goal is to create a positive image, recognition, as well as to form associations that can influence consumer decisions. Consumers choose car brands and models according to their lifestyle, interests and values. In the elite segment of the market, the brand also acts as an indicator of success, wealth and social status. At the same time, a simple subjective assessment of the image of a car brand is insufficient. That’s why within the framework of the research topic, the theoretical basis of brand representation, various models of brand evaluation are analyzed: K. L. Keller, D. А. Aaker, H. S. Krishnan, A. L. Biel. The conclusion is made about the prospects and the greatest effectiveness of the A. L. Biel brand assessment model and the analysis of the Geely brand in China in accordance with this model is carried out. In conclusion, it is concluded that it is necessary to strengthen the Geely China brand development strategy through development in various areas to improve Geely’s positive corporate image, as well as improve product performance and service quality, develop the ability to independently innovate to improve the image of Geely products.

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15.01.2024