BRAND IMAGE AS A WAY TO ENLARGE THE MEANING OF AURA

抄録

Aura refers to a unique ambience of a specific work, and advertising is communicating through reproduction. The success or failure of brand depends on brand image, and brand image is a cognitive concept of brand and its nature is mythological. Advertising is the best way to create brand image, and can be defined as a process of generating a myth. If any particular brand is in possession of Aura and it is successfully advertised, receivers could be familiar with that brand, and it could win more sympathy from them, being differentiated and original.