Brand communication strategy

is the strategy of enterprises in the internal and external communication of brands, which constitutes one of the three major components of brand strategy (brand building strategy and brand management strategy).

first, the origin of brand strategy and communication

first, we should define the concept of communication. What we are studying is a concept of mass communication, not news release, hype news or a simple advertisement. The concept of mass communication we understand reflects the connotation that an enterprise or a brand conveys information to all consumer groups through its words, deeds and actions. This process is called mass communication.

second, we believe that a planned, systematic and strategic brand communication represents the highest level of competitive efficiency in the process of the whole enterprise participating in the market competition, which can bring enterprises a better effect of enhancing competitiveness.

thirdly, brand competition or brand strategy communication must be the product of the development of social economy, market environment and marketing environment to a certain stage. China's economy has experienced the denial of individual brand competition in the era of shortage economy, the pains of overseas top brands attacking the city with high brand value and overall advantages in the early stage of reform and opening up, and the tortuous exploration and practice of core competitiveness by domestic enterprises for more than ten years before it realized the truth that brands compete in the world.

We simply divide the brand practice in China into the following three stages:

In the first stage, before the 198s, the era of shortage economy denied individual brand competition and only produced regional brands.

typical performance: button trademark.

In the era of shortage economy, almost all commodities are in short supply. For consumers, it is good to be able to buy and use a certain product, and they don't care much about the brand of the product. At that time, the brand phenomenon was regional brands. For example, in Shanghai, light industry was relatively developed and developed earlier, and people generally thought that Shanghai goods were better. As long as the products produced by enterprises in this area are generally considered as good brands and high-level brands.

"Button trademark" is a typical expression of brand awareness in that era. For example, at that time, there was no supermarket and no open-shelf sales. We could only see the goods placed on the shelves, at the counter and with consumers.