The Impact of Brand Image Building on Consumer Decision-making: Taking the Milk Tea industry Represented by Mixue Ice Cream Tea as Example

Brand image is an important tool for brand marketing. It can help companies enhance their competitive advantages and increase customer loyalty, and it can also help the market expand its scale. Brand image will also provide different degrees of stimulation at different stages of consumer decision-making. Since the market environment of previous research is limited to industries such as automobiles and luxury goods, this study intends to further explore the impact of brand image on consumer decision-making under different market environment and cultural backgrounds. This research method is qualitative research, which mainly uses the process tracking method in case study to explore the strategies and measures taken by Mixue Ice Cream & Tea in the process of brand image building, and how to influence consumers' brand cognition and purchase decisions. By collecting data from Mixue Ice Cream & Tea and classifying and analyzing it according to different aspects of brand image, the relationship between brand image elements and consumer decision-making is further analyzed, and the five successful elements for brand image building are extracted from the analysis. In different industries in the future, companies can use these elements to shape their brand image, and then enhance consumer loyalty to the brand by linking different stages of consumer decision-making.