Its means are:
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.
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.
Promote 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.
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.
New way
Brand influence can not be separated from high-quality products and good brand image of enterprises. High-quality products and perfect after-sales service are the hard conditions for enterprises to enhance their popularity, and the shaping of brand image cannot be separated from systematic and meticulous brand building and marketing strategies.
A widely accepted theory in the marketing field is that brand spirit can move consumers, so the promotion of brand spirit is more and more favored by customers. Brand spirit can be understood as brand form and brand image, and its promotion strategies can be divided into brand emotion promotion and brand image promotion accordingly. So how to enhance the brand image?
First, the promotion method based on creed.
As we all know, creed can give people image, personality and identity. Listening to what a person says, we can easily imagine what kind of person he is, including his clothes, his life and his hobbies. Therefore, we can flaunt the brand of the enterprise with a simple and unconventional creed, so that this creed can give the enterprise product consumers an unmistakable identity.
Second, the promotion model based on defects
This method is based on the principle of defect compensation, and brands should help target customers offset the inherent defects that plague them. The main operation mode is: let the brand of the enterprise convey the kind of personality that the target customers are most eager to have. If a brand can give its target customers a strong personality, it will provide a very attractive buying motivation.
Of course, we should not overcompensate for the inherent defects of those who spend a little, because psychological research has proved that a brand with perfect personality just makes consumers feel unbearable. Consumers will feel unable to meet the high-quality requirements of brand transmission, and the success of promotion often depends on the extent to which brand image implication can make up for consumers' inner deficiencies.
Third, the way of star promotion
The fanatical worship of stars by groupies is beyond the comprehension of ordinary people. If corporate brands can have the status of stars in consumers' minds like stars, then the influence of corporate brands will be very great. How to make your own brand a star-like brand? We can use the experience of Hollywood stars to familiarize millions of viewers with various stars through movies.