Discussion On The Theory Of Yin And Yang During The Communication Of "Like Brands"

In the communication of "like brands" often exist two strong brands at the same time, like Coca cola and Pepsi, McDonald and KFC, Mercedes-Benz and BMW, etc. At present, there are no such full and intensive researches in the academic circle. This paper analyzes and demonstrates the theory of Ying and Yang and we find such phenomenon above is not accidental. Actually, they are contrary, blending and changeable between Ying and Yang. Such internal rule is helpful for the positioning and development for the brand communication.This paper adopts the method of qualitative analysis and quantitative analysis and dialectically discusses the theory of Ying and Yang in six parts. The first part mainly demonstrates existing research results and methods of relevant issues in the academic circle. The second part gives definitions of this research fields and research aspects. The third part discusses that it is universal for two strong brands to exist at the same time in communication. The fourth part analyzes such phenomenon by applying the theory of Ying and Yang. The fifth part illustrates the positive and negative side of such theory. The sixth part concludes that the stable and mature brand communication system consists of two strong brands and other small brands in a market of "like products".