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分析了品牌存在的经济基础,从增加品牌的无形资产、传播品牌文化、预防品牌老化三个方面论述了广告的作用,以品牌无形资产的构成要素为理论基础,进一步分析了广告对品牌无形资产的构成要素的影响;并结合品牌文化代表实例,提出了广告传播品牌文化的有形内容和无形内容;分析了广告通过优化品牌的生存环境,对品牌的销售、投资、人力、环境产生积极影响,防止了品牌的老化。
Analyzes the economic foundation of brand existence, discusses the function of advertisement from the aspects of increasing brand intangible assets, spreading brand culture and preventing brand aging. Based on the theoretical basis of brand intangible assets, this paper further analyzes the influence of advertisement on brand intangible assets The author puts forward the tangible and intangible contents of the brand communication of the advertising by combining with the examples of brand culture representatives. It analyzes the positive influence of the advertisement on the sales, investment, manpower and environment of the brand by optimizing the living environment of the brand, Prevent the aging of the brand.