Brand Communication Of Mass Sporting Goods In The Image Economic Times

In image economic times, brand consumption becomes an important part of everyday life. In order to be the elite in home and abroad fierce market competition, mass sporting goods must take effective brand communication to create a good brand image, so as to achieve brand equity accumulation.Combination of image theory, brand equity theory and communication theory derived: the mass sporting goods brand communication is the brand sporting goods owners, through various means of communication that can be transmitted flow of symbols (name, logo, etc.) and symbols referred to in generation internal things (products, companies, services, etc.) and other brand message to the target audience, communicate with the audience continuously, so the brand can left a good impression in audiences' minds, thereby accumulate the brand assets. Brand communication is a complex system. In image economic times, the factors of sporting goods brand, social and cultural environment, consumer and media affect the outcome of mass sporting goods brand communication.Brand communication of mass sporting goods in our country giving first place to advertisement and image representative communication, supplemented by event communication and communication of public relation, combined with network communication. There are some problems in the process of brand communication, such as the not clear advertising appeals, lack of more points to contact the communication of public relation, the image representative is not image enough, lack of innovation in network communication, event communication is not active, etc.In connection with the factors of mass sports brand communication, status quo of our mass sports brand communication and the theory of brand communication, my recommendations are as follows:First, conventional strategy. Brand advertising should reflect the demand of sports, image representative must have distinctive character, use media to conduct event and public relation communication, the patterns of brand network communication should be diversified. Second, upgrade strategy. The content of brand communication must emphasize the experience and feelings from using the goods, the range of brand communication must cover all places that consumers' are in it, the ways of brand communication must integrate all available means that can be used. Third, vision strategy. Setting international communication concept based on experienced brand communication in our country and then using various methods to expand the awareness of our own mass sports brand.