Orient The Brand Communication Strategy Research Of The Era

Brand communication of position era is approaching along with more information,competitor and choice. In this process, product era lays emphasis on rational selling point.Image-building era keeps their eyes on the emotional parts. However, focusing on thedifferent value point has become the position era’s choice, which breaks through theimage-building old times with low efficiency when communicate brand information toaudience and plays essential role in the entire marketing process.This paper describe and analyze the communication problems, then come up withkinds of specific strategies based on the Positioning Theory and Five-W CommunicationTheory.Firstly, the article introduces brand communication and positioning theory, includingthe development of brand communication, the essence of positioning and positioningspecific methods. Secondly, the author proposal the positioning strategy content strategyand media strategy of brand communication from some viewpoint. Lastly, seven basicprinciples of brand communication have been come up with.In addition, there are three merits in the thesis. One the one hand, the writer adopts thenewest theories, such as brand communication theory and positioning theory and so on. Onthe other hand, sufficient cases provide evidence for the key point. Finally, efficient brandcommunication strategies have been raised, which could be the practical reference formany enterprises.