Johnnie Walker Plus The Business Of Visual Communication Strategy

Johnnie walker.which developed from a humble grocer to a famous brand, had shown us the way to make Highland hooch into one of the indispensable props of our civilization.This article selects Johnnie Walker as the brand text .which is originally a set of sign or sign integration involving independent meaning.Taking its visual communication as the main study-body of brand, this dissertation researches brand's development and works through the angle of commercial strategy as well.Chronologically.analyzing initialized visual communication, localized sign communication segmentatalized target communication, groups to integratedcommunication-four stages of visual communication, we are to researchhow it carries out its strategy for commercializing brand visual communication.On one side.this could be taken as to build up strong case foundation; on the other hand, this kind of studies results from the angle of commercial strategy, can provide certain fulfillment meaning and reality to draw lessons from value for the development that the brand of vision spread.