On the Relationship among the Public, Enterprises and Brand Building

Tengjin

This paper briefly expounds the relevant knowledge of the brand, including the concept, attributes and functions of the brand. The shaping of a good brand is inseparable from the role of public relations. Advertising, news, promotion and publicity can all play a very good role in brand building, and some typical examples are used to illustrate it. Finally, it is pointed out that with the arrival of the brand era, only by shaping a good brand can we grasp the dominant position in the fierce market competition.

Author: Shandong Police Training College;

Keywords: * * Relationship brand building

Classification number: F273.2

DOI:CNKI:SUN:jsgz . 0.20 10-06-250

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I. Brand Overview Generally speaking, a brand is just a name or a symbol, or a combination of the two. Distinguish their products from competitors' products through brands, so that consumers can form a certain cognition of their products. Broadly speaking, a brand includes three elements: the brand itself (its visible name or symbol), the brand holder and the consumer. Specifically, the brand consists of the following parts