Traditional Culture Encyclopedia - Traditional customs - Graduation thesis of advertising
Graduation thesis of advertising
On brand communication
With the development of market economy, mature consumers begin to recognize brand consumption, so "brand" is paid more and more attention by operators and researchers. Concepts such as "brand strategy", "brand planning", "brand management" and "brand management" came into being and appeared frequently in works. Undoubtedly, this is a gratifying phenomenon that the "brand" that condenses knowledge has received unprecedented attention in the era of knowledge economy. However, due to the extremely rich connotation and extensive extension of these concepts, the research on them has the effect of multidisciplinary integration, but it will inevitably tend to be generalized and superficial. In order to pursue the depth and effectiveness of brand research, we choose the key to brand building-"communication" for special research, so we put forward the new concept of "brand communication" and discussed its connotation, background and characteristics.
First, the connotation of "brand communication"
For the connotation of "brand communication", first understand the origin of the brand, Paul, director of the British Inter brand company? Stubert once wrote: For a long time, brands have been used to distinguish products from different manufacturers. In fact, English' (brand) means' branding'. Indeed, in many writings, it is recorded that the ancients branded cows and their livestock to show their owners, pressed fingerprints on the bottom of wet pottery to show the makers of pottery, and branded tools such as axes, sickles and wooden barrels to show the makers; These are actually the embryonic form of the brand. When the scale of social production is gradually expanding, the use of brand imprint is rapidly popularized and brings intangible value, the "trademark" and trademark law seeking brand protection are born. The first trademark law was born in France in 1803, while Britain, Germany and the United States all enacted trademark laws in the 1970s. It is worth thinking that the brand has given birth to the trademark, which in turn has promoted the development of the brand. However, for the earliest brand that appeared more than 100 years ago, the purpose and significance derived from the brand development process have exceeded the single function of legal protection. Brand means the guarantee of the quality and identity of the buyer's products. Besides, the buyer knows nothing about the manufacturer of the products. More importantly, brands can accurately distinguish the products of one manufacturer from those of another.
Since the feeling and evaluator of "brand" lies in consumers, the owners and operators of the brand are production enterprises; In this way, the "communication" between the two has naturally become the key factor of brand management or brand strategy. The concept of "brand communication" has also entered our vision.
Based on the present situation of brand research, we put forward "brand communication". Looking at the current brand research, we can find that there are mainly two aspects: one is the static composition of the brand, including brand name, brand design, brand product reference, brand technology content, brand cultural connotation, brand value and so on; The second is dynamic brand management, including brand positioning, brand strategic decision-making, brand management, brand product marketing, brand extension and brand protection. Although it also involves brand promotion, it has not risen to the height of communication to understand and study. Examining and reflecting on the current situation of brand research, we regret to find that the current brand research is actually the result of cutting into brands, understanding brands and scanning brands one by one from the perspectives of design, management, marketing, product research and development, and law. Multi-disciplinary perspective, of course, makes our understanding of the brand get a new integration, but it also inevitably leads to the generalization of research content, unable to locate the discipline, and thus is not valued by mainstream disciplines.
The connotation of "brand communication" should first be an operational practice, that is, through advertising, public relations, news reports, interpersonal communication, product or service sales and other means of communication, in order to optimize the brand's popularity, reputation and harmony in the eyes of the target audience; The discussion and summary of the basic laws, ways and methods of brand communication constitute the content of brand communication "learning"
In the above statement about the connotation of brand communication, we did not limit the object of brand communication to simple consumers, but designated it as "target audience" including consumers; Its consideration is: in the modern society with highly developed information, many social contents and phenomena are symbolized, that is, branded; The reference of "brand" is not limited to commercial brands, but also includes social brands such as city brands, regional brands, university brands, group brands and personal brands. If commercial brands can be called narrow brands, then all kinds of social brands can be collectively called broad brands. The coexistence of narrow brand and broad brand is objective. Because there are special cases in any research object, the generalization of the object will increase the special cases by geometric multiples, which restricts the academic discussion and achievement accumulation in pursuit of self-sufficiency. Therefore, our theoretical discussion on "brand communication" focuses on brand communication in a narrow sense.
Second, the background of "brand communication"
Communication is a new social science that emerged in the 20th century, but communication in the 20th century is closely related to journalism. Therefore, news communication will serve social politics more. 2 1 century, human beings put more emphasis on peaceful development and economic construction than at any time in history, so it is inevitable that communication will directly serve economic construction, and this inevitability gave birth to "brand communication". Its specific background can be understood from two aspects:
1. Brand communication is the key to success in the world market.
The integration of the global market is a trend that everyone can clearly feel. But this is not necessarily good news for all market competitors, because the competition in the world market is more reflected in the game between the strong and well-known brands, that is, the competition between multinational companies and their brands. Multinational companies are not only brands themselves, such as Coca-Cola, General Motors, IBM, Procter & Gamble, Disney and Sony, but also have a brand group, not to mention more than 100 brands owned by Procter & Gamble, even GM also has Chevrolet, Cadillac, Buick and Opel. Coca-Cola Company not only owns Coca-Cola, but also owns brands such as Sprite and Fanta. Looking at the competition in the international market, in fact, it is mainly the brand competition between multinational companies, such as the wars between Kodak and Fuji, Coca-Cola and Pepsi, General Motors and Ford, which have burned almost every corner of the world market.
In China, according to Gallup's first survey on consumers' life attitude and lifestyle trends in China, in terms of brand awareness, there are 16 foreign brands in the top 20, and only 4 domestic brands. Coca-Cola with the highest cognitive rate reached 85%. Among the 58 brands with recognition rate over 20%, there are 10 domestic brands, accounting for 17.24%. This shows that foreign brands enter the China market with brand communication as the strategic orientation.
In contrast, most China brands are still in the growth stage in the local market. Except Haier, Gree, Double Star and Tongrentang, few brands can compete with multinational companies. Therefore, it is extremely necessary to study brand communication.
2. The market survival of media needs to serve brand communication.
Generally speaking, the 20th century was a period of mass media and advertising prosperity. Throughout the 20th century, although the world was in a state of war and cold war for most of the time, the content of media communication was also concentrated on politics and ideology. However, in the second half of the 20th century, especially in the last decade, with the end of large-scale wars and the Cold War, most countries in the world have entered a period of economic development, and the survival of the media has also changed, that is, the media is infinitely beautiful because of the huge injection of advertisements, and advertisements are also very effective because of the huge communication power of mass media. When China's media industry frequently sets up groups, even carries out modern enterprise transformation and enters the stock market, we have to come to the conclusion that the market survival of the media has become the main theme of the media subject consciousness. The market survival of the media forces it to operate as a whole among "communication content", "market audience" and "advertisers"; In the interaction of the three, "spreading content" and "market audience" have become the means to persuade and serve advertisers in a certain sense. Because serving "advertisers" has become the lifeline of the media market. To serve "advertisers" is to serve "brand communication" to a certain extent, which is actually a breakthrough in the guiding ideology of media management. As mentioned earlier, "brand" is actually a symbol of the competitiveness of an enterprise and a country, and the economic construction around brand communication has become the biggest politics in 2 1 century; Therefore, it is not only a minefield for news reports, but also a scientific research topic for the media to break through the simple statistics of advertising revenue and cooperate with the advertising publishing and broadcasting office system for brand communication. But its premise needs to be clear, that is, the market survival of media needs to serve "brand communication"
Third, the characteristics of "brand communication"
This paper expounds the connotation and social background of "brand communication" and establishes the existence of the concept of "brand communication" in a certain sense. However, there will be a lot of research work to be done to diffuse this concept into a systematic theory and turn it into operational laws and methods. Here, we first discuss and summarize the characteristics of "brand communication":
1. Information aggregation
As a dynamic brand communication, its information aggregation is determined by the information aggregation of static brands. The superficial factors of the brand, such as name, pattern, color, packaging, etc. , with limited information content, but the deep factors of the brand, such as product characteristics, commitment of interests and services, brand awareness and brand association, undoubtedly aggregate rich information. They constitute the information source of brand communication, and also determine the information aggregation of brand communication itself. Therefore, when world-famous multinational companies take action in business decision-making, organizational adjustment, product development, market development, advertising, public relations activities and so on. The audience, including consumers, will naturally aggregate information and aggregate it on the corresponding brand communication. This enlightens brand communicators that in the specific operation of brand communication practice, they need to make a dialectical choice of information, so that the spread of brand information can be based on "combination" and "gathering" can be vivid.
2. The audience's goal
Brand communicators are most concerned about the target audience, because "brand" will impress "audience", and "audience" will produce behaviors beneficial to the brand-not only directly promote sales, but also trigger various indirect behaviors, such as opinion leaders will spread the brand twice, and potential consumers will be transformed into consumers who know. Although "consumer" and "audience" are consistent to some extent, different expressions and emphases reflect different guiding concepts: the object of brand communication is "consumer", which emphasizes consumers' consumption of products and embodies the utilitarian concept of profit in marketing; Describing the object of brand communication as "audience" emphasizes the audience's recognition and acceptance of the brand, and embodies the concept of information sharing and equal communication in communication. So the reasonable correspondence with "brand communication" can only be "audience". If information dissemination is regarded as a marketing behavior, then, like all enterprises seeking survival in the market, communicators need to segment the market and find their target consumers, that is, target audiences. In fact, the existing media in the market have their own goals and audiences. But for the "brand communicator", the target audience he is looking for is not only the target consumers, but also the followers of the brand, and also the active "letter seeker" through specific media. In this way, only by establishing a clear target audience can we reflect the audience-oriented consciousness in communication and meet the audience's acceptance needs, and the corresponding brand communication will be fruitful.
3. Media diversity
Media technology often determines the information itself. For example, TV media spread much more "information" than newspapers and broadcasts; However, online media is a kind of "message" that is compatible with all media messages. Today, with the revolutionary changes in communication technology, the birth of new media and the rebirth of traditional media have created a new pattern of media diversification. This provides an opportunity for "brand communication" and also poses a new challenge to the diversified integration of media applications.
Traditional mass media, such as newspapers, magazines, television, radio, street signs, posters, car bodies, light boxes, etc. , still attractive in modern society; Their choices and combinations are inherently diverse. The birth of new media makes the media diversity of brand communication more prominent. For example, the website run by enterprises, which publishes and broadcasts online advertisements, not only plays the role of advertising, but also carries out rich brand communication. However, the richness of new media brought by the Internet has not been fully understood. In this way, brand communication has a diversified premise in the choice of old and new media.
4. System operation
In the eyes of communication practice researchers, "a system is a set of interacting units, which can play a role for a long time by responding to and adjusting the changing pressure from the environment within an existing boundary, so as to obtain and maintain the target state." In brand communication, its system is mainly composed of brand owners and brand audiences, and consists of specific information, specific media, specific communication methods, corresponding communication effects (such as audience's consumption of brand products and evaluation of brands), corresponding communication feedback and other information interaction links. Because brand communication pursues not only the optimization of short-term communication effect, but also the long-term brand effect, brand communication always follows the systematic principle in the interactive relationship between brand owners and audiences. Its basic procedures are: investigating the main body of brand communication-understanding and studying the target audience-positioning the brand market-establishing brand representation-attaching brand culture-determining brand communication information-selecting and combining communication media-implementing integrated communication-measuring and evaluating brand communication effect-controlling and adjusting brand communication. This scheme constitutes a systematic project of brand communication, which makes the brand continuously increase its vitality and move towards tenacity and longevity in the process of system communication and renewal. A brand's individual advertising and promotion activities, if there is no unified main line strung together, even if they are done well, are just a pearl. Only by stringing all communication behaviors together can a shiny necklace be formed. This is the law of necklaces. When we make a diagnosis for an enterprise, we sometimes find that an enterprise has no uniform rules for its own advertising, promotion, public relations and other behaviors, as if it was not done by an enterprise, so that every publicity has become an independent behavior, which is not continuous and interactive, and is actually a waste of communication.
Some people say that the brand is either "sold" or "fried", but in fact, no matter what form the brand is produced, it is inseparable from communication. The process of brand formation is actually the process of brand spreading among consumers, and it is also the process of consumers' gradual cognition of a brand. The so-called brand communication refers to the process that brand manufacturers find their own superior value to satisfy consumers, communicate with consumers in an appropriate way, promote consumers' understanding, recognition, trust and experience, generate the desire to buy again, and keep a good impression on the brand. It can be said that both the birth of new brands and the maintenance of old brands depend on good communication. Without communication, there is no brand.
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