Research On Brand Communication And Strategy Of PL Corporation

In the increasingly competitive market activities, brand has become a strong and powerful tool for the enterprises to improve their market competitiveness. Brands with high popularity and good reputation can not only enhance products’attraction to the customers, but also help them to stand out among the numerous products in the market, improve consumers’loyalty to the products and develop more extensive potential comsumer groups. Brand is the image of the enterprise, which can bring the enterprise benefits and positive effects. It promotes the sales of the products and increases the enterprise’profits. Enterprise, who wants to maintain an advantageouts position in the fierce market competition, should have its own brand and regard the brand strategy as the main competition tactic in business marketing. It’s important to spread the enterprise brand so as to promote sales of the products more effectively and increase market shares. Therefore, how to spread the enterprise brand effectively is the important means for the enterprise to improve comprehensive competitiveness. This essay focuses on the study of PL Corporation’s brand communication and analysis of existing problems, based on the study of brand communication purpose, content and methods. It aims to provide reference for PLCorporation and other enterprises’brand communication.There are six parts totally in this term paper. For the first part, it mainly introduces the purpose, meaning, research contents and research ways. The second part describes the theory of Brand, Brand Commucation and Brand Equity. Ther third part shows the general development situation and Brand Commucation of PL Group. The forth part analysis the issue of Brand Commucation in PL Group, according to the objective reality. The fifth part suggests a series of communication strategy to enhance brand image of PL Group. For the last parts propose a series of communication strategy on account of compound mode.Through linking theory with practice, theoretical analysis and case analysis in this term paper, it shows authentic, objectives, accuracy and reasonable exploration to Brand Commucation of PL Group. It offer them useful information and assistance. Meanwhile, other enterprise can be used for general reference the job of brand communication in this field.