Brand Prototype Theory and Application: A Literature Review

Abstract

As an important asset, brand has important economic and social value for consumers, enterprises and even its source countries. However, throughout the history of world economic development, there are many well-known brands in Europe and the United States. On the contrary, it is born in the Chinese market and has a long life cycle. There are very few brands. Therefore, understanding the brand prototype theory and the development of brand prototype has important theoretical significance for the research brand, and also has certain practical value for the application of brand prototype theory in enterprises.