Study On Communication Of Luxury Brands

The development track of luxury brand is like an open book of anthroposociology and psychology. The production and consumption of luxury goods is not only the product of industrial civilization, but also the product of cultural and ideological progress and cultural change. Symbol production and consumption is becoming a consumption culture that should not be neglected in modern society and brand consumption has become a byword for symbol consumption. As a symbol of special commodity or service, luxury brand concentrates all the connotations of symbol production and consumption. It has evolved from the "exclusive product" for the privileged class in the 18th century to the "symbol" of new class stratification in the democratic society through the process of modern "demoralization", and is now widely acknowledged as the symbol of tastefulness and the identity tag in the consumer society.According to the mechanism of dynamic actions of three symbolic systems to understand the world and participate in social activities, i.e. perception (image) symbol, action (direction) symbol and language (symbolic) symbol, the transmission of luxury brand also follows the rules and logic of symbolic communication. In the process of spreading, the marketing purpose is successfully reached through the visual persuasion of brand advertising and image symbols, and images, significance strengthening of language and narrative symbols and the direction of action symbols in the marketing ceremonies. In the transmission of image symbol of a luxury brand, the application of visual symbols not only realizes the brand distinguishing and brand awareness, but also, what is more important, creates a surreal illusionary image, arousing desires and stimulating dreams;in narrating the brand story, on the basis of the logical foundation of specificity, consistency and authenticity, language symbols create the mysterious, noble, uncommon and unique mythical significance of luxury brands by using functional symbolic elements like history, legend, cost of time, manual work, place of origin, art and technology, etc.;in the process of marketing, by constructing marketing ceremonies and emphasizing the directional charms of symbols in ceremony scripts, the luxury brand endows the consumption of luxury goods with the significance of symbolic consumption that integrates emotional experience, realization of tastefulness and identity authentication.The brand communication of luxury goods is realized by means of semiotics while combining multi-disciplinary theories and practices of narratology, sociology, marketing and psychology, etc. Each level of the symbol system has a very precise symbolic organizational form and high internal dynamic coordination exists between different levels. Meanwhile, there's high dynamic external coordination between the symbol system and the communication context. The success of a luxury brand is contributed to the coordinated and integrated transmission of symbols, which creates its symbolic value and also the legend of symbol communication in the consumer society.