品牌内涵的塑造（The molding of brand connotation）.docVIP

品牌内涵的塑造（The molding of brand connotation） While many companies seek to rely on advertising and marketing to shape brand failures, lets turn our attention to branding. The relationship between brand and brand connotation First of all, let us explain the authors understanding of the brand: brand is recognized and accepted by the public, including a particular interest or connotation of characteristics. From the composition, generally speaking, I think the brand should contain three aspects: 1. sensory content. Such as visual characters, signs, patterns, can also be auditory; 2. connotation. Can be understood as a brand advocate or in the process of consumption formed by the concept, and the idea can bring some kind of benefits for consumers, such as Haiers sincere to forever, Pansonic, ideas, for, life and so on; 3. company image. This is ignored by many people. In fact, in the vast majority of cases, in the public mind, the companys background image objectively constitutes an element of the brand. For example, if a HELTOOTH toothpaste suddenly appeared on the market, many people may not see it, if a few days, PG suddenly issued publicity, said it was their research with some special functions and positioning of high-end products, estimated that many people may get to know or buy. As can be seen here, brand connotation is one of the elements of the brand. This article makes a simple analysis of the characteristics of brand connotation and how to mold it. Characteristics of brand connotation Each brand has its connotation is different and some brand connotation by enterprises to take the initiative to advocate and accepted by the public; while others are completely public to feel and get; some very personal; some are somewhat mediocre, not being noticed. From the connotation of brand itself, there are three main characteristics: 1., the formation of brand connotation is ultimately determined by the public Many enterprises in pushing brands will propose to advocate a co