The characteristics of brand communication include the aggregation of information, the aggregation of information, the diversification of media, and the systematic operation.

(1) The aggregation of information: As a dynamic brand communication, the aggregation of information is determined by the aggregation of brand information. Because brand information can be divided into dynamic and static aspects. The static information of the brand includes the brand's name, logo, trademark, service type, factory address, postal code, phone number, address, e-mail, etc.

The dynamic information of the brand refers to brand quality, brand function, brand price, brand recognition, brand association, brand management, brand concept, brand culture, brand image, corporate operating status, corporate strength, corporate organization structure etc. These brand information, whether static or dynamic, do not exist in isolation. They all exist in a brand.

(2) Audience targeting: As a category of communication, brand communication can only target the audience. Although from a marketing perspective, brand operators focus on target consumers because the brand impresses consumers and consumers drive sales, but from a communication perspective, brand communicators focus on the target audience because the brand impresses the audience and the audience Behaviors that are beneficial to the brand will not only directly drive sales but also trigger various indirect behaviors.

For example, opinion leaders will conduct secondary dissemination of the brand, and potential consumers may be converted into actual consumers. Consumers and audiences are consistent to a certain extent, but different expressions and emphasis reflect different guiding concepts: describing the object of brand communication as "consumers" emphasizes consumers' consumption of products, which reflects It is a utilitarian concept that makes profits in marketing;

The object of brand communication is expressed as "audience", which emphasizes the audience's recognition and acceptance of the brand, and reflects the sharing and equality of information in communication. Communicate ideas. Therefore, the only reasonable counterpart to brand communication is the audience, who is both the target consumer and the follower of the brand.

(3) Diversity of media: McLuhan believed that "the medium is the message". This was his high-level summary of the status and role of the media in the development of human society. Its meaning is the media itself. is the truly meaningful information, and media technology often determines the information itself.

For example, television media disseminates much more "information" than newspapers, periodicals and radio, while Internet media disseminates "information" that is compatible with all mass media information. Today, when communication technology is undergoing revolutionary changes, the birth of new media and the rebirth of traditional media are creating a new pattern of diversified communication media. This provides opportunities for brand communication and also poses new challenges to the diversified integration of media use.

(4) Systematic nature of operation: In the eyes of communication practice researchers, a system is a set of interacting units that respond to the pressure for change from the environment within an existing boundary. respond and adjust over time to achieve and maintain goal states. As far as public relations are concerned, this set of interacting units includes the organization and various publics with which it has or will have various relationships. They influence or are related to each other to a greater or lesser extent.

Public relations are communication behaviors that establish a good image of an organization, coordinate public relations, and act on brand communication. Since the operation of public relations needs to be systematic, brand communication with rich connotations needs to follow the systematic operation. In brand communication,

the system mainly consists of the brand owner and the brand's audience, which consist of specific information, specific media, specific communication methods and corresponding communication effects (such as audience Information such as consumption of brand products, evaluation of the brand), and corresponding communication feedback are interconnected and influence each other.

The significance of brand communication

Communication plays a key role in shaping brand power. First of all, the factors that constitute brand power such as commodity power, brand culture and brand association can only reflect their power in communication. We know that brand power is mainly proposed from the perspective of consumers, and the only way for brand-related information to enter the minds of the public is through the communication media.

If the communication link is missing, consumers will have no way to further understand the effectiveness and quality of the product;

The positioning of the product and the specific target market of the product will be ignored; the establishment of brand culture and brand association It's almost impossible. Secondly, competition and feedback in the communication process have a great impact on brand power. Communication is a cyclical process consisting of communicators, media, communication content, audiences, etc., which is full of competition and feedback.

In an "over-communicated" society formed by the increasingly developed modern communication, people can no longer expect to accept all information, but "gradually learned to selectively remember and accept, that is, only accept those Information that is useful to them or that interests them and meets their needs.”

For example, in front of the TV, when you are dissatisfied with a certain brand's advertising, you will be dissatisfied with the brand's products. If the vast majority of people have such emotions, the communicator will have to reconsider the content of his communication under the pressure of sales. Similarly, if only one person is dissatisfied with a public relations activity of the company, the communicator will stick to the activity based on the target market public and will not change its operation because of one person.

Therefore, when building brand power in communication, we must consider how to attract and impress the brand's target consumers, and consider how to reflect the value that can meet greater needs in communication. Thirdly, the communication process is an open process and may be affected by the external environment at any time. In real life, the external environment usually restricts and interferes with the communication process, thus affecting the progress of communication.