Research On The Relations Of Communication And Brand Association

Famous enterprises have known the value of brand association, but the establishment of brand association is only depending on the advertisement. The changing market environment and consumers' knowledge make different communication. The production of brand association is not the result on single communication. This study aims to discuss the influence in communication on brand association and propose effective marketing strategies for enterprises to build brand association.In this paper, through the brand association test, construct five dimensions of brand association system which is composed of product category association, product attribute association, brand attribute association, brand interests association and company's organization association..And have confirmed the integration communication that influences brand association, such as advertising, selling by sales, sales promotion, public relation, incident marketing and public praise. This study gets through on-site in the form of a questionnaire, finally makes analysis of mathematical statistics.The empirical results basically validate the idea of this study. The main research conclusion of this research is as follows: advertising, sales promotion and public praise mainly affect the establishment of product category association; advertising, selling by sales, sales promotion, incident marketing and public praise mainly affect the establishment of product attribute association; advertising, incident marketing and public praise mainly affect the establishment of brand association; selling by sales, sales promotion, public relation and incident marketing mainly affect the establishment of brand interests association; advertising, selling by sales, public relation and incident marketing mainly affect the establishment of company's organization association.Finally, according to the research conclusion, the author gives advice for enterprises to build different brand association.