Study On Super Symbols In Enterprise Brand Management

Modern society has been developed from the former "shortage economy" era of transition to "surplus economy" era. Consumers can choose a variety of products. The difference of price and quality between two products from different enterprises is more and more unconspicuous. Under this circumstance, every entrepreneur need to know the answer about how to capture consumers’ attention and the way to increase the efficiency and reduce the cost in the communicating process between brand and consumers, especially the famous foreign brand is flooding China’s market. The competition is very stiff for local brands. It’s more and more difficulty for brand to win customers and win market share. Many business owners have been reflecting about what is brand, how the brand affect consumers and how to create and manage brand. As the concentration of the brand value, the carrier of brand image, brand symbol play an important role in the process of brand promotion, and even directly affect the consumers’ purchase decision in front of the shelves. Brand symbol is an important and key part in the work of brand management. Brand symbol can effectively build up the flow path between the brand and consumers’ communication. Brand symbol generally includes two parts of the signifier and the signified. The signifier includes brand name, product packaging and advertising slogans which consumers can see and touch. The signified is about the meaning that brand symbol conveys, such as brand value and so on. Brand symbol is very important element to brand recognition. Brand symbol can effectively distinguish between different products and services. Brand symbol recognition system is a complicated, it can exert a subtle influence on consumers. Only the modern enterprises create their own super brand symbol system, can they stand out from the other brands in the increasingly fierce competition environment.This article mainly uses literature research, case analysis, from the relationship of brand and symbols, and in combination with the vast majority of cases, analyzes the super symbol’s advantages and effects, puts forward the necessity and method for brand to create super symbol, and points out that the use of super symbols help to build the brand image and reduce the cost of brand marketing, etc. Hope this research can provide valuable inspiration for the brand manager.