Xiangmei cigarette brand association study of.docVIP

 PAGE \* MERGEFORMAT 14 ‘Xiangmei’ cigarette brand association study of With the ‘heaven and earth Xiangmei a spring’ of investment in Anhui Province broadcast television advertising, ‘loving wife Chong-Gang Zhu Kun Xiangmei’ public activities in the province to carry out, Xiangmei cigarettes from behind the leisurely toward the stage, advertising and public dissemination of activities can be said to show Xiangmei a unique features. Along with Xiangmei cigarette brand in the province market access and development, brand communication also have certain differences, and its brand in the dissemination of the process has reached a certain degree of knowledge. For the low-grade Xiangmei cigarette brands, the low-grade tobacco is indeed a phenomenon of non-branded market segments chance of success, but Xiangmei in the dissemination of the process is difficult to understand but there are many contradictions, and these contradictions and serious obstacles the spread of its brand and shape to mislead the consumer awareness, the brand attribute perceptions led to the misunderstanding, the brand is also a corresponding lack of understanding and loyalty. In this study, we tested through a number of indicators found Xiangmei cigarette brands in the dissemination of the process really had some problems can not be neglected, in which we try to extract from the original report, several levels of data to be analyzed, and The proposals put forward some feasible reference. Brand association study Among the brand association study, we found that cigarette brand in the spread of Xiangmei there are several problems can not be ignored. For a new brand, the brand association is basically a direct reflection of its television advertising. Xiangmei the production of brand advertising is quite innovative, the concept of communication is relatively unique (Xiangmei a spring heaven and earth), consumers prefer and recognition, but not understand the meaning of its spread, so the ad app