Research on Qianhe Flavor Industry's Brand Image Construction from the Perspective of "Brand as Management"

Boxuan Liu

doi:10.71222/x5v62d49

Authors

Boxuan Liu School of Management, Tianjin University of Technology, Tianjin, China Author

DOI:

https://doi.org/10.71222/x5v62d49

Keywords:

brand image construction, brand as management, Chinese food industry

Abstract

This study explores the brand image construction of Qianhe Flavor Industry through the lens of the "Brand as Management" theory. By analyzing brand positioning, multi-channel communication, and brand culture, the paper demonstrates how brand strategy can serve both internal coordination and external differentiation. Using a qualitative case approach, the study highlights the importance of integrated branding in achieving market relevance and organizational alignment. The findings offer strategic insights for traditional Chinese food enterprises seeking brand renewal. Qianhe's case exemplifies how legacy brands can achieve sustainable growth through culturally rooted, digitally enhanced brand management practices.

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