Brand Communication In The New Media Environment Under Study

New technology innovation promotes the media industry to develop rapidly,injects the fresh blood to the media environment at the same time also changed the whole media environment. The popularity of new media brings tremendous impact to traditional media,not only diverts the audience for traditional media,changes the traditional one-way communication mode, also changed the brand communication strategy. The competition and cooperation between the media makes the environment very complex, New Media fragmentation makes the brand communication can not reproduce past elegant, integrated marketing communication came into beingIn the new media environment,The biggest character of brand communication is interactive, personalized and experiential. The emergence of new media has changed the audience can only passively accept the Advertising status information in the past, pay more attention to the relationship between brands and consumers; consumers change their habit of passively receiving information, turn to actively searching and shareing the information. These changes mean that in the new media environment, brand owners should change the brand communication strategy, the change is aimed on the one hand is to adapt to the new media environment, the other is to make the brand more effective dissemination of information and shaping consumer brand recognition.Through in-depth analysis of traditional media environment and new media environment, focusing on the brand communication revolution which the new media brings.The trend of change is integrated, then analyse this from different aspects, put forward a new brand communications model. Finally, according to the features of the new media environment put forward different communication strategies and communication effects.