Brand Communication Connation Research: A Relational Perspective

Generally observe the developing process of brands research, from original"ID THEORY","INTEGRATED THEORY", "COGNITION THEORY', to"RELATIONSHIP THEORY"in the end , the core of brands represent a relationship among products, corporations and customers,"relationship"has become a kernel that leads a research of brand theory now. This paper surveys brand in relationship aspect, on the basis of making a connected relationship among brand corporations, products, and customers, constructing the unitive model of brand: product is the carrier of brand, corporation is donator of brand meaning, and customers are buyers of brand.It's not difficult to find that the process of brand communication is also the process of building and developing a relationship between brand and customers, in the process of surveying brands communication in relationship aspect. The value of brand represents the relationship between brand and customers, the more forceful brand, the tighter relationship. So the final purpose of brand communication is to build a closely relationship between brand and customers. This article continues the western research of brand relationship, assimilating brands relationship to personal relationship, psychological factors caused by personal relationship- cognition, emotion and action are considered as the basis of brand communication stage-divided, the penetrant theory based on personal relationship communication is the basement of content in the brand communication process. In the end, this article analyzes how to build brand relationship by mass communication, personal communication and network communication.