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随着社会的进步,时代的发展,人们物质生活水平不断提高,人们对于品牌的认识与选择与以往相比也有较大的进步。因此,企业品牌传播成为企业急需解决的问题。在当下,品牌效应是极为重要的,在现代消费者的观念中,知名品牌品质有保障,售后服务也较一般品牌好,在购买能力允许的情况下,消费者更愿意购买知名品牌的产品。本文主要围绕品牌与品牌传播概念阐述,在品牌传播中切实贯彻品牌识别策略,品牌如何在传播中壮大三个方面的内容展开论述。
With the progress of society and the development of the times, people’s material living standards have been continuously improved. People’s awareness and choice of brands have also made great strides compared with the past. Therefore, corporate brand communication has become an urgent need to solve the problem. Nowadays, the brand effect is extremely important. In the concept of modern consumers, the quality of well-known brands is guaranteed. The after-sales service is also better than the general brands. Consumers are more willing to buy the products of well-known brands when the purchasing power allows. This article mainly elaborates the concept of brand and brand communication, practically implements the brand identification strategy in the brand communication, and discusses how the brand expands in three aspects.