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| A Case Study on How to Construct and Deepen the IdentityBrand Connection Successfully to
Acquire Continuous Branding Advantage |
| GUO Yi,SAN Lina |
| 1. East China University of Science and Technology, Shanghai, China;
2. Shanghai Provincial Office,SAT Shanghai Local Taxation Bureau, Shanghai, China |
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Abstract This paper takes for example and analyses three classical advertisements which are selected from different stages of KFC（China）in the last 22 years by using the principles and concepts of semiotic and textual analysis, providing the reasonableness of propositions on the consumers decision mechanism based on the social identity. This paper finds the practical value of consumers decision mechanism model based on the social identity in branding development, and that the three steps of the model can offer advise for firm’s strategic plan when developing its brand positioning and constructing.
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Received: 19 October 2012
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2014, Vol. 11 
