The "Falsely" And "Real" Brand

Brand is a enterprise The sum of the image, reputation and symbol system of a social organization's product (Organization), and through communication, makes the brand an impression based on consumer psychology. Therefore, brand is composed of two levels: "false" and "real". "Reality" is product and corporate culture, and "virtual" is symbolic and symbolic.

The traditional brand definition often regards the brand as a symbol recognition and its communication system, and the dissemination of the brand is the transmission of this symbol system. Although this understanding does not appear to be any obvious mistake, it brings many problems in practice. If the brand is only understood as a symbol system, then it means that brand communication is a symbol spread, and basically excludes product and business factors from brand communication. Such a way to completely separate the internal and external elements of brand communication will inevitably lead to confusion in brand movement. The fact that many brands fail in operation proves that the wrong idea of brand communication will inevitably result in the wrong brand construction.

Although the brand has the character of symbol, it is a symbol system based on product and enterprise culture. Without the support of product and enterprise culture, brand symbol can only be "water moon" and "Mirror Flower". In the brand system, it is divided into two aspects: "real" and "virtual". Product and corporate culture are the "real" level of brand, symbol and symbol are the "virtual" level of brand, and brand construction is actually the interactive process of "virtual reality". However, there is no product and enterprise. Culture The support of "reality", the lack of "symbol" and "Symbolization" of the symbol, lack the foundation of support, that is to say, "the skin does not exist."

Brand communication is the most complex communication system in today's enterprises. From the product factor to the mass media, the gradient relationship of brand communication is formed, that is, the brand is actually a process of gradient propagation from products, enterprises, media to consumers. Although it conveys the relevant product information in the form of symbols, it is not a purely symbolic system. As far as internal relations are concerned, it is closely related to all aspects of enterprise management and management. Every aspect of enterprise operation affects and restricts the dissemination effect of brand. For enterprises, because all enterprises' behaviors are carrying the information of enterprises, everything is brand. As far as external relations are concerned, the nature of the media, the competitive environment and the attitude of consumers affect the communication effect of the brand objectively.

For consumers, traditional brands are often limited to brands. product In the past, consumers usually have little opportunity to communicate with enterprises except for products. Therefore, corporate behavior has not yet been able to enter the consumer's perspective as brand information. With the development of mass media and the awareness of the public's right to know, the channels of communication between consumers and enterprises are no longer limited to products, and extended to corporate behavior. Therefore, the connotation of brand elements has been greatly expanded, and the brand information affecting consumers has become more and more abundant. The brand communication system has become more and more complex. Almost every element of enterprise behavior, such as products, advertising, sales channels, corporate image and public relations, has become the content of brand communication. Brand construction is in this environment, which affects the psychological process of consumers in a complex way. Therefore, modern brand theory describes brand as an impression built on consumers' mind. Just like Walter Randall's classic assertion: "products are produced in factories, and brands are created in the heart".

Brand communication is the process of organically linking consumers of brand information, carriers of enterprises, brand information, media, products, and recipients of brand information to consumers. It is the process of establishing the meaning, purpose and image of a brand. Brand image is a collection of all kinds of factors such as symbols, naming, trade marks, labels, products, advertisements, sponsorships, subsidies and so on. It is the result of public perception of the coding system of meanings and symbols.

Brand is the image of product (Organization) of an enterprise or social organization. reputation And the sum of its symbolic systems, and by spreading the brand into an impression of consumer psychology.

The brand impression formed in the consumer's mind runs through all activities related to the brand. From advertising, promotion, sales channels, consumer marketing experience, products, packaging, after sales service, corporate image publicity, every contact point is permeated with the factors of brand communication, thus forming the brand's integrated communication effect. This requires that the brand communication strategy should be grasped as a whole in the process of brand planning. The past practice is to directly transmit brand information, especially brand The audio-visual information is regarded as brand communication, such as advertising, packaging design, corporate image promotion, and so on, and some potential factors that can not directly convey brand information, such as products, sales channels, after sales services, public relations, etc., are regarded as non brand communication activities. Such a result often separates the integrity and integration of brand communication. The dominant and implicit information of brand communication are interrelated and mutually transformed. When some negative recessive propagation factors become dominant communication factors, the impact on brands is always huge and unpredictable.

An important mission of brand communication is to excavate the positive implicit information of products and enterprises, and make them become explicit information, resulting in psychological impact on consumers' vision, cognition and association, forming brand impression. This process of transforming positive information into positive explicit information is the mission of brand planning, media planning and brand communication.