Play Marketing mode branding.doc

 PAGE \* MERGEFORMAT 8 ‘Play Marketing’ mode branding Entertainment economy to consumers because of its intellect and the soul influence on attracting the attention of consumers as product marketing and brand building From EMKT. natural carriers. A visible change in trend is that consumers are increasingly inclined to participate in nature and experience of entertainment, to become a part of entertainment, rather than accepting a one-way indoctrination and distance viewing, which is as the Internet The rise of the game quickly replacing movies as entertainment economy get on top spot in the underlying reasons. Even now a large distribution spread of the film, you can also sense a growing number of consumer participation, such as actors, movie characters and the dissemination of the incident thermal proposed use. This change should be said that the traditional first corporate branding approach has posed a challenge because of the brand as an important strategic corporate assets, requires a certain period of time to maintain the relative stability and continuity, the traditional ‘indoctrination style’ mode of transmission Under the terms relative to grasp the initiative in the entire communication process may be based on brand building at different times to design the appropriate mode of transmission, and in the experiential, interactive entertainment economy carriers, enterprises put out the spread of elements, often need to experience the process through the ‘Yinyun’ change, be able to implant into the minds of consumers to the brand awareness, this’ chemical change ‘process is slightly careless, you can allow companies’ planted the dragon species, harvest that the fleas’, thus increasing the uncertainty of the process of brand building. In addition, the pursuit of consumer entertainment consumption, but also prompted some in the traditional with ‘high’, ‘noble’, ‘strict’ and so the image seen by others, the brand is no longer favored, or gradually to open t