The Research Of Brand Communication Based On The Consumer Culture

Brand communication is one of the information dissemination activities, which has begun with the human social life and production and exchange of goods. Accompanied the progress of society and the economy continues to develop, the consumption level of human beings has undergone earth-shaking changes,such as consumption structure from the initial survivability of material consumption gradually converted mainly to develop and enjoy spending. People’s consumption attitudes are changing, and now the pursuit of aesthetic, style and focus on the spirit of consumer consumption concept gradually into people’s lives.This article first combs the status of domestic and international consumer culture, brand theory, brand communication theory. This is the basic theory section of the paper. Secondly, we made a summarized analysis from the Functional Perspective and critical perspectives of these two dimensions of brand and brand communication theory. And brand theory should be based on "material standard" to "people oriented" change,from dualism to the systematic change, while changes in the direction of building a people’s lifestyles change and cultural functions aspirations. Based on this, combined with the definition of brand and brand communication, the meaning and characteristics of the consumer culture from the Perspective of brands and brand communications, and explore the new features of the brand communication elements of this new theory. Finally, the paper constructs a brand communication mode based on the perspective of consumer culture. Othersise, analysising and discussing about its operating mechanism and mode of various elements and the relationships.This paper argues that the brand based on consumer cultural perspective, with extensive influence in the socio-cultural system name, term or symbol set, and the multiple social and cultural attributes of personality, culture, interests, and consumer value constructand characterization. Brand communication, social and cultural environment, the brand owner interaction with the target audience through various means of communication to promote audience understanding, recognition, trust and experience the brand, and constantly maintain the goodwill of the brand to enhance brand equity characterization and construction and the social and cultural sense of social responsibility. Under the command of this theory, this paper proposes to construct a global perspective, leveled, opened brand communication mode based on consumer culture. And we made a interpretation and analysis of kinds of mechanism,such as symbols constructing mechanism, creative communication mechanism,the audience decoding and encoding mechanism, Social and cultural mechanisms.