Brand communication, what is the main content?

Suzhou Youtao that the so-called brand communication, is the core value of the brand as the principle of the enterprise in the brand recognition of the overall framework, choose advertising, public relations, sales, interpersonal and other means of communication, will be a specific brand to promote out to establish a brand image, to promote market sales. Brand communication is an effective means for enterprises to satisfy consumers' needs and cultivate their loyalty, and it is a big flag raised by entrepreneurs at present.

Methods of brand communication:

One. Advertising

Advertising as a major means of brand communication, refers to the brand owner to pay, commissioned the advertising department through the media, planning as the main body, creative as the center of the target audience to the brand name, brand logo, brand positioning, brand personality, etc. as the main content of the publicity activities.

To the brand, advertising is the most important means of communication, some people even think: brand = product + advertising, which shows the importance of advertising for brand communication. According to the data show that in the United States ranked in the top 20 brands, the average annual advertising costs for each brand is 300 million U.S. dollars. People understand a brand, the vast majority of information is obtained through advertising, advertising is also to improve brand awareness, trust, loyalty, brand image and personality of a powerful tool, so advertising can be called the center of gravity of brand communication.

II. PR communication

Public relations is the short form of public **** relations, is the corporate image, brand, culture, technology and other communication of an effective solution, including investor relations, employee communications, event management and other non-paying communication content. As a means of brand communication, PR can utilize third-party authentication to provide favorable information for the brand, thereby educating and guiding consumers.

Public relations can help companies solve the following problems: First,

Shaping brand awareness

, clever and innovative use of news points, shaping the organization's image and visibility. Secondly, it builds reputation and trust, helping the organization to gain psychological recognition in the public's mind, which cannot be achieved by other means of communication. Third, through the way of experiential marketing, so that it is difficult to measure the effectiveness of public relations materialization, popularization of a consumer culture or the implementation of a philosophy of buying ideas. Fourth, to enhance the brand's win-selling power, promote brand equity and social responsibility value-added. Fifth, through the crisis public relations or standard marketing, to solve the organizational and marketing pressure.

Three. Sales promotion communication

Sales promotion communication refers to a way of brand communication by encouraging activities such as trying out products and services or promoting sales, and its main tools are: coupons, gifts, sweepstakes, etc.

Sales promotion communication refers to a way of brand communication by encouraging activities such as trying out products and services or promoting sales.

Despite its long history, sales promotion communication has not been emphasized for a long time, and it is only in the last 20 years that many brands have begun to use this tool for brand communication.

Sales promotion is primarily used to attract brand converts. It can produce a good sales response in the short term, but rarely has long-term benefits and advantages, especially for brand image, the extensive use of sales promotion will reduce brand loyalty, increase customer sensitivity to price, dilute the brand's concept of quality, prompting companies to favor short-term behavior and benefits. However, for small brands, sales promotion communication can be of great benefit as it cannot afford to spend large sums of money on advertising to match that of a market leader, and by stimulating the sales side of the business, consumers can be enticed to use the brand.

IV. Interpersonal communication

Interpersonal communication is a direct communication between people, mainly through the explanation of the enterprise personnel consulting, demonstration operations, services, etc., so that the public to understand and recognize the enterprise, and the formation of the enterprise's impression and evaluation, which will have a direct impact on the corporate image.