The Causes and Tactics of Local Brands Stereotype based on Stereotyped Thinking and Symbolic Cognitive Perspective

• 1、Institute of Brand Sciences, Chongqing University of Arts and Sciences, Yongchuan.Chongqing, 402160

Abstract：As it existed widely stereotype to local brands in the Chinese consumer idea, it resulted in the fanatical pursuit of foreign brands and the large numbers of "fake foreign goods", and caused great harm to the growth of local brands and consumers' rights. it analyses causes of stereotype of Chinese consumers to local brands by social cognitive and semiotic theory, research shows that: Chinese consumers have a strong, non-rational "local brand prejudice and foreign brand preference ". its causes are manifold, in addition to local products on their own by taking the low road outside, but also government action, market environment, social and cultural environment and other aspects of the impact of the media launch. Chinese consumer cognized the symbol about "grade, quality, technology, accountability and process the meaning of "local brand image" based on the point and characterization of the information. Currently, it urgently need to strengthen the theoretical study of this issue, and on this basis, it explores systematically the effective intervention tactics.

Keywords： Local brands Stereotypes Symbolic cognition Text analysis