How To Implement Brand Information Recognition Strategy In Brand Communication

< p > brand communication is a part of brand activity.

Li Minghe, a brand communication scholar, believes that brand communication can be implemented at least in three levels: < a href= "http://www.91se91.com/news/index_s.asp > > brand recognition < /a > strategy.

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< p > < strong > 1. Brand communication theme and brand core value < /strong > < /p >

< p > from the perspective of time, the formation of brand recognition takes time. It is a process gradually formed under the commanding of the core concept of brand, while brand communication is a brand information management behavior carried out by the brand, which is temporary and phased, but has a direct impact on brand recognition.

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< p >, therefore, we need to identify and manage the brand under the concept of "dynamic management" and deal with the relationship between brand communication and brand identification.

As a brand that has established core values and ideas, brand communication should always focus on core values.

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< p > < strong > two, brand communication and brand personality < /strong > < /p >

< p > generally, a brand is recognized by consumers. Besides relying on the core value of an enterprise, it also has a rich brand association, such as technical image, product characteristics, brand personality, brand affinity and affinity.

Here, brand personality is a psychological feeling and aesthetic experience produced by consumers after hearing the brand.

"This kind of brand personality that is invisible, intangible or even unspeakable often has a decisive impact on brand promotion and brand value."

Brand personality is generally determined by product, packaging, VI, creative expression style of various advertisements, and various public relations behaviors.

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< p > maintaining unified and stable brand communication tonal is of great significance to the formation of brand personality.

In Don Schulz's view, the integration of information and language literally and visually is very important in building trustworthy reasons, but brand personality is equally important.

Brand personality is not a joke or a joke, nor a creative experiment. It is not an element of advertising design. It is a life and soul for the brand. It can make consumers easily separate the brand from the competitive brand.

It gives consumers a sense of familiarity and intimacy.

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< p > the establishment of brand personality must be consistent with the brand positioning of the product and conform to the consumer's cognition and expectation to the brand.

At the same time, it must be credible.

If you try to build trust for the brand, then every form of communication tool, advertising, public relations, sales promotion and so on must also be trustworthy in appearance, writing and attitude.

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< p > < strong > three, < a href= "http://www.91se91.com/news/index_s.asp" > brand communication < /a > < a href= > http://www.91se91.com/news/index_s.asp > brand symbol < /a > recognition < /strong > < > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > > >

< p > the recognition strategy of brand symbols refers to the strategy of brand communication elements which originate from brand identification and serve brand recognition.

The core idea of this strategy is that brand communication elements are valuable resources for brand building, and the use of communication elements must be consistent with and conducive to the formation and enhancement of brand identification.

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< p > brand symbol is a set of identification elements uniquely owned by an enterprise. It is the basis for the difference between a brand and its competitors, and is the carrier of all information of the brand.

Brand symbols consist of two main elements: one is the basic elements, including name, logo, standard font, special typeface, standard color, shape or brand symbol pattern, and the standardized combination of the elements.

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< p > in fact, no matter what kind of brand recognition, it is necessary to finally achieve the symbolic meaning of the brand through the process of "symbolic dissemination", such as functional interest, emotional interest and self expressive interest.

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