The way of brand communication:
First, advertising communication
Advertising, as the main means of brand communication, refers to a publicity activity with planning as the main body, creativity as the center and target audience as the main content, including brand name, brand logo, brand positioning and brand personality.
For brands, advertising is the most important mode of communication. Some people even think that: brand = product+advertising, which shows the importance of advertising for brand communication. According to the data, among the top 20 brands in the United States, each brand spends an average of $300 million a year on advertising. 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.
Two. 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.
Public relations can solve the following problems for enterprises: first,
Shaping brand awareness
Clever and innovative use of news points to shape the image and popularity of the organization. Second, establish word-of-mouth and trust to help enterprises gain psychological recognition in the eyes of the public, which cannot be achieved by other means of communication. Third, through experiential marketing, the immeasurable public relations effect is concretized, a consumer culture is popularized or a buying philosophy is promoted. Fourth, enhance the brand's chances of winning, and promote brand equity appreciation and social responsibility. Fifth, relieve the pressure of organization and marketing through crisis public relations or standardized marketing.
Three. Sales promotion communication
Promotion communication refers to a brand communication method that encourages products and services to try or promote sales. Its main tools are coupons, gifts, lottery and so on.
Although promotional communication has a long history, it has not been paid attention to for a long time. Until nearly 20 years, many brands began to spread their brands in this way.
Promotional communication is mainly used to attract brand changers. It can produce good sales response in the short term, but it has little long-term benefit and income. Especially for brand image, the extensive use of promotional means will reduce brand loyalty, increase customers' sensitivity to price, dilute the concept of brand quality, and urge enterprises to pay attention to short-term behavior and interests. But for small brands, promotional communication will bring great benefits, because it can't afford a lot of advertising fees that match the market leaders. Through sales incentives,
Four. 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.