Today’s our world is completely different in compared with ten years ago. Spending a few minutes look at ad, you will find it simply too difficulty to pick between the reason why, and image it advertising. Thereby, in this study were examines the role of brand image communication, how it developing cross-cultures and genders. We intending to answer the following questions: 1) To what extent the brand communication effect consumer attitude towards the brand? 2) What are the relevant dimensions of brand image and how are they interrelated? 3) How does brand establish the symbol between the cognitive drivers of consumers and its brand image? The results show two import findings: First, the ad’s attitude must be positive. Second, it must select meaningful and right culture symbols. But, nevertheless, it depends on the fact such as; audience, culture, and personal preference in the given place, time and environment.
|Keywords:||Advertising, Brand Image, Communication, Marketing|
Department Industrial Design & Graduate School of Design, National Cheng Kung University, National Yunlin University of Science & Technology, Douliou, Yunlin, Taiwan
Department of Applied Foreign Languages, National Yunlin University of Science and Technology, Dou-liu, Yunlin, Taiwan
Professor, Department of Architecture and Interior Design, National Yunlin University of Science & Technology, Yun lin, Yunlin, Taiwan
Department of Industrial Design, National Cheng Kung University, Tainan, Yunlin, Taiwan
Ph.D. Associate Professor, Department of Industrial Design, National Cheng Kung University, Tainan, Yunlin, Taiwan
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