What are the ways of brand communication?

Brand communication channels can be roughly divided into the following categories:

1, advertising communication

People know a brand, and most of the information is obtained through advertising. Advertising is also a powerful tool to improve brand awareness, trust and loyalty, and to shape brand image and personality. Thus, advertising can be called the focus of brand communication.

2. Public relations communication

Public relations is the abbreviation of public relations, and it is an effective solution to spread corporate image, brand, culture and technology, including investor relations, employee communication, event management and other non-paid communication. As a means of brand communication, public relations can provide favorable information for brands by using the certification of third parties, thus educating and guiding consumers.

3. Promote communication

Although promotional communication has a long history, it has long been ignored by people. Until nearly 20 years, many brands began to spread their brands in this way.

4. Interpersonal communication

Interpersonal communication is direct communication between people, mainly through the explanation, consultation, demonstration and service of enterprise personnel, so that the public can understand and understand the enterprise and form an impression and evaluation of the enterprise, which will directly affect the corporate image.

Extended data:

Communication significance:

Communication plays a key role in shaping brand influence.

First of all, commodity power, brand culture, brand association and other factors that constitute brand power only reflect its power in communication. We know that brand power is mainly put forward from the perspective of consumers, and the only way to let brand information enter the minds of the public is through the media.

If there is no communication link, consumers will not have a further understanding of the utility and quality of goods; Will ignore the positioning of products and the specific target market of products; It is almost impossible to establish brand culture and brand association. Secondly, competition and feedback in the process of communication have great influence on brand power.

Communication is a circular process composed of communicators, media, communication content and audience, full of competition and feedback.

In the "over-spread" society formed by the increasingly developed modern communication, people can no longer expect to accept all information, but "gradually learn to remember and accept selectively, that is, only accept information that is useful or attractive to them and meets their needs".

For example, in front of the TV, if you are dissatisfied with the advertisements of a certain brand, you will be dissatisfied with the products of that brand. If most people have such feelings, then the communicators will have to reconsider their own communication content under the pressure of sales.

Similarly, if only one person is dissatisfied with a public relations activity of the enterprise, the communicator will stick to this activity on the basis of the target market and will not change the business because of one person. Therefore, to build brand power in communication, we must consider how to attract and impress the target consumers of the brand, and how to reflect the value that can meet greater needs in communication.

Thirdly, the communication process is an open process, which may be affected by the external environment at any time. In real life, the external environment usually restricts and interferes with the communication process, thus affecting communication.

Baidu encyclopedia-brand communication