Generation Of Symbolic Value And Brand Communication

Through the study of consumer behavior, we can find that the consumption of human activities has shown an increasing number of new features, particularly in the performance of the commodity value outside factors concerns, represented France scholars Baudrillard, Western sociologists and political economists call that the "factors" as symbolic value. The effects of symbolic value to the commodity consumption performance are in the following areas: production of similar products in similar premise markedly specific time commodity prices; in homogeneous increase of consumer goods for specific commodities good degrees, a brand effect; the price of similar products in the same circumstances for the consumer's needs. In any effect, all businesses are dreaming of.However, for domestic businesses, the use of symbols value is not ideal. Many internationally renowned brands have Chinese manufacturers, and this shows that China is fully capable of creating a world-class commodity. But at the same time, China's local brands and international brands in the very rare opportunity of a brand value for lower ranks. Domestic businesses once want to obtain development, they always use the simple ways such as promotion to occupy market. Which exposed the problem is insufficient awareness of the value and use of symbols.This thesis use economics theory to open up the process of symbolic value, use symbol theory to analysis successful cases as Nike. By compare and analysis the advertising of domestic brands were found to the domestic brands in brand communication problems, particularly in shaping symbols value problems. Hope to provide some ways to solve the problem of use symbolic value.