For brands, advertising is the most important mode of communication. Some people even think that brand = product+advertising, which shows the importance of advertising for brand communication. The data shows that the top 20 brands in the United States spend an average of $300 million on advertising every year. People know a brand, and most of the information is obtained through advertising. Advertising is also a powerful tool to improve brand awareness, trust and loyalty, and to shape brand image and personality. Thus, advertising can be called the focus of brand communication. In view of the importance of advertising to brand communication, enterprises must grasp the following contents when advertising:
(1) When advertising, we should first find a potential market, conduct market research, understand the demand of advertising for new consumer psychology and habits, then use advertising and other means to publicize and beautify our products to attract consumers, and finally find a good selling point.
(2) When advertising, we should seize the opportunity. Enterprises should adopt different strategies to deal with the production and release of advertisements according to different market periods.
(3) It must be carried out continuously. Advertising is lagging behind. If an advertisement is broadcast for a period of time and the effect is not obvious, it will not be broadcast. This is a very unwise choice. Because this will make all the previous advertising investment go down the drain. Therefore, advertising must continue and never stop at will, otherwise it will cause a lot of speculation and bring adverse effects to enterprises and brands.
(4) When advertising, we must pay attention to the selection of advertising media and the proportion of resources invested, because in advertising communication activities, the communication value of media is often unequal. Public relations is the abbreviation of public relations, and it is an effective solution to spread corporate image, brand, culture and technology, including investor relations, employee communication, event management and other non-paid communication. As a means of brand communication, public relations can provide favorable information for brands by using the certification of third parties, thus educating and guiding consumers.
Public-private relations can solve the following problems for enterprises: first, establish brand awareness, use news points skillfully, and establish the image and visibility of the organization. The second is to establish word-of-mouth and trust to help enterprises gain psychological recognition in the public mind, which cannot be achieved by other means of communication. Third, through experiential marketing, we can concretize the hard-to-measure public relations effect, popularize a consumer culture or promote a purchasing concept. The fourth is to enhance the brand's "winning" sales force and promote brand equity appreciation and social responsibility. Fifth, through crisis public relations or standardized marketing, resolve organizational and marketing pressures. Promotion communication refers to a brand communication method that encourages products and services to try or promote sales. Its main tools are coupons, gifts, lottery and so on.
Although promotional communication has a long history, it has long been ignored by people. Until nearly 20 years, many brands began to spread their brands in this way.
Promotional communication is mainly used to attract brand changers. It can produce good sales response in the short term, but it has little long-term benefit and income. Especially for brand image, the extensive use of promotional means will reduce brand loyalty, increase customers' sensitivity to price, dilute the concept of brand quality, and urge enterprises to pay attention to short-term behavior and interests. But for small brands, promotion will bring great benefits, because it can't afford a lot of advertising fees that match the market leaders, and it can attract consumers to use the brand through sales incentives. Interpersonal communication is direct communication between people, mainly through the explanation, consultation, demonstration and service of enterprise personnel, so that the public can understand and understand the enterprise and form an impression and evaluation of the enterprise, which will directly affect the corporate image.
Interpersonal communication is an important way to form brand reputation. Among the ways of brand communication, interpersonal communication is most easily accepted by consumers. However, in order to achieve good results in interpersonal communication, we must improve the quality of personnel, and only in this way can we play its positive role.
Brand communication is closely related to the choice and design of communication mode. If the choice and design of communication methods are improper, it is impossible to receive good communication results. Therefore, enterprises must put the choice and design of communication mode in an important position when carrying out brand communication.