Analysis of the Lang Xi low-cost brand communication laws of economics.docVIP

 PAGE \* MERGEFORMAT 11 Analysis of the Lang Xi low-cost brand communication laws of economics Modern brand marketing theory, composition, such as brand recognition, reputation, Lenovo degree of several major factors have long been familiar to marketers; however, the actual brand marketing applications, would like to expand the visibility means that the cost of investment in marketing communications increase brand awareness will be generated and the cost to one another. So, how successful brand to find a balance between communication and cost-effective strategy for the crack it? On this issue, the author would like to first brand through the Chinese market, hi jelly of Lang’s series of brand communications to do a case study. 1, when the Titanic met Crystal Love In early 1998, in order to open a couple and the wedding low-cost market, but also to get rid of a single ‘baby food’ image, Yoshiyuki Lang narrow target market, positioning in the consumer group focused on young people. ‘Crystal Love’ is a very poetic name. ‘Crystal’ represents a gorgeous and precious, ‘Love’ indicates good feelings, which the ‘jelly’ metaphor ‘crystal-like noble and romantic love’ approach is to directly give ‘Jelly’ a ‘Crystal Love ‘love to imagine that the consumer sentiment cognitive dominance. ‘Jelly’ and ‘Crystal Love’ was originally two completely different meaning of symbols, consumers can not be established between the two, the significance of an effective association, that is, ‘Jelly’ and ‘Crystal Love’ in the consumer cognition in two unrelated issues. How to make a jelly of ‘Crystal Love’ and it implies the establishment of a high correlation degree of emotional, which is spreading the brand’s core problem. For the establishment of cognitive equivalence relations, business planning company designed the Crystal Love ‘love style’ and ‘love language’. Jelly shape from the traditional style of transformation of heart-shaped bowl, cover the last two cartoon characters look