The Influential Factors on Brand Image

This report examines Beijing Competitor Sports Science Technology Joint Stock Co., Ltd. (CPT), a Chinese domestic company, which is conducting early research on sports nutrition food. Despite having a significant customer base in China, the CPT excessively promotes products because of the consistent decline in gross margin from 2019 to 2021. This article aims to examine the reasons behind the substantial influence of brand image on the sales volume and profitability of a product. One significant factor is the influence of brand trust and product quality, which could potentially lead to customer purchasing behavior and their perception on brand image. The article argues that companies should give priority to product quality rather than excessive promotion. It further suggests that maintaining and improving consumer loyalty to strengthen the brand image will lead to increased sales. The paper also asserts that the quality of the product influences changes in purchase intentions. It suggests that firms might increase sales by understanding and fulfilling consumers' buying intentions.