Brand communication resources breakthrough in the three major bottlenecks.docVIP

 PAGE \* MERGEFORMAT 5 Brand communication resources breakthrough in the three major bottlenecks Extremely abundant in the media, communication channels are highly fragmented in the world today, almost all media, from television to telephone, computer, from the balloon to the football, camphor ball, from the bottle into the Manhole, taxi hub cover, from packaging to publications, mascot, from the site to the traffic stop, the station ... ... are all to contribute for the brand, all brand communications can be a suitable resource. However, the brand has been in communication is also a change in the area. In this changing environment, to ensure that the brand message can be effectively delivered to the target consumers, it can be described as very detailed calculations, which only one aim: that is to be in such a vast and complicated brand communications resources to find a valid starting point in order to Minimum investment to win the best communication effects. The following, from the three areas described. 1 brand symbolic breakthrough the bottleneck There is no doubt that brand communication must sign as the carrier, brand all of the communication must ultimately be put ‘source concept’ into a symbol to express the brand message. No sign is the lack of effective brand communications, that is, in order to achieve the efficient transmission of the brand, we must first clearly define the brand symbol, breaking the brand symbol of resource bottlenecks. Brand is by a series of creative and design, through the rich connotation of identification consisting of symbols, including: words, pictures, music and other sensory stimulation. Specifically, is the brand in Chinese and English names, graphic logo, brand essence, brand slogans, advertising language, a unique product or packaging, unique architectural image, music, style and songs, unique taste and distinctive, easily identifiable chief executives, brand role or mascots, and so on. Below, in order to sign c