On brand communication and promotion of contacts.docVIP

 PAGE \* MERGEFORMAT 7 On brand communication and promotion of contacts The strict sense, brand-building and short-term promotions are closely linked and inseparable. Whether long-term brand building, or short-term promotional activities have been conducted, they have a common basic starting point - to maximize sales and profits. While carrying out various promotional activities and promotional ads, focus on brand building are carried out in the long-term planning. To carry out various promotional activities for enterprises is the product and brand information, communication, as well as sales and market share increase, as a basis, the customer receiving such information to make the consumer the process of enterprise products and will certainly form a For the biased nature of the brand identity of the subjective. In this complex process, the enterprise product as the carrier, complete with a strong purpose and core values of the brand-oriented delivery, consumers receive information and products through interaction, forming a deep imprint of the brand. This whole process constitutes the core of the brand. Brand communication and promotion of the relationship between short-term, essentially speaking, general and individual, common and individual relationships. Focus on brand building for companies and products are long-term strategic guidance, while the promotion is supposed to short-term tactical breakthrough. With regard to brand, marketing, advertising relationship between the authorities had done a very appropriate analogy: product is ship, the brand is the sail, advertising is the wind. That is to say, the brand with the core values of brand communications to grasp the direction of the sail, with sails guide the way forward, and then in due course with ‘promotional wind’ driven enterprise aircraft carrier was loaded with the product may be gathered steam, sail voyage . With the acceleration of world economic integration process and strengthening of social