1. Among many social and cultural influences, the influence of brand symbol system is the most important.
2. The brand was originally used as a trademark to show the manufacturer, seller, price and quality of the product. Now, the word "brand" represents more social and cultural meanings.
3. Being constantly defined and constructed by consumer culture has become the main expression of social identity and cultural value, and it is also the cultural representation of social consumption. (example)
4. Consumers have brand knowledge and preferences before buying. This kind of knowledge is the combination of commercial society and popular culture. Consumers gain knowledge, imagination and emotion about brands through advertisements and other mass media.
The effect of different brands is different among different levels of consumers. These effects play an important role in consumption. Consumers buy products of a specific brand, not products in a general sense. Here, the brand guarantees the reputation and value.
Generally speaking, consumers will selectively accept product information when buying, which is why information transmission itself cannot effectively convince consumers. However, a brand image, especially represented by a public figure, has great persuasiveness and appeal to consumers after it is established. Brand image directly convinces consumers.