实效管理品牌传播之道（Effective management the way of brand communication）.docVIP

实效管理品牌传播之道（Effective management the way of brand communication） The position of communication in brand building. Communication is the spokesperson of the brand. Communication is the link between the brand and the consumer. Communication is an important means for consumers to recognize the brand. The communication has established the popularity of the brand and spread the image of the brand. The misunderstanding of brand building: excessive dependence on communication. It is because of the importance of communication for brand building, but also is the most intuitive performance, so conceal the deep connotation in the brand construction, causes the enterprise in the process of brand building and rely solely on the propagation of excessive dependence on the situation, so as to produce heavy form, light content speculation thinking. In fact, the function of communication on the external characteristics and performance of the brand, it can enhance the visibility and brand recognition, the external image of a brand, but these are not directly promote sales, just a way, can realize the value of brand is the brand of customer loyalty and satisfaction, and these two important indicators are not rely on communication can be built, more still needs to dig from the connotation of the brand, including product quality, price, purchase convenience, customer relationship, customer service service, additional benefits and many other aspects, is present in the whole process of marketing and brand building. There are many failures to rely solely on the spread of brand building. For example, the enterprise level, Qinchi Confucian family, kongfuyan, love, giants, dragons, Asia etc.; the level of brand Onie, Royal Cong Rong, the God of the sun, the turtle, the life of nuclear energy, bully, China, Macro, Rachel, havle; industry level health care products industry, warm clothing industry etc.. Strategic thinking of brand integrated communication. Strategy integration communication must i