A Research On Stage Characteristics Of Brand Communication Progress

Throughout the brand theory, the research of the brand strategy and brandmanagement can be described as voluminous．In recent years, the research about brandcommunication has been concerned by the academics and industry and insiders． Butmore of them just stay on the case study level, such as the band of commodity or city andso on． In the academic research, there is no lack in history reseach about advertising,PRand communication. Therefore,this study’s object is the Band Communication Process,collecting a large number of historical documents and valuable research from5,000years ago to the21st century information explosion; I hope to find the common law andpersonality characteristics of the brand communication.This paper based on Communication, Marketing, Advertising and other related theoryby communication perspective. Having find a large number of historical facts, this papercombined with the brand history of the development and divided brand communicationcourse into three stages, which are Brand concept stage before1870, product marketingstage with trademark and the corporate image from1870s to1970s, and Brand IntegrationCommunication stage from the1980s until now. In each stage I introduced the background,overviewed some inpact theorys and ideas, summarized communication transmissionsand the channels, and focused on analysis of the propagation characteristics of brandcommunication. The paper tried to describe and analyze the characteristics of bandcommunication which was bonded with macro and micro view and complemented bytheory and practices. These are the core research achievement.Stage One:1. Human-human transmission,2. Focus on commodities, value andpurpose,3. Express their demands in the form of art and entertainment.Stage Two:1. One-dimensional brand communication,2.Focus on customerpsychological feelings.3.Provocative inform the type of spread.Stage Three:1.Interactive communication.2.Focus on consumer personality andclass identity3. Interactive Experiential share.On the one hand, the paper enriched and solidified the existing research in the field ofbrand communication research, and made up for its lack of historical research; from theconceptual level and behavioral dimensions of brand communication, it sorted out thespecial ideas and means of communication in different stages, analyzed the characteristics of various stages, those enriched the brand communication management practicesstrategy,hoping to provide reference for the reality of the brand communication.