The Study Of Brand Vitality Based On Marketing Public Relations And Brand Assets

More and more enterprises or brands pay attention to the power of marketing public relations, and the development of brand assets. But the influence and interaction between the two has not been known and applied by enterprises or brands. This study analysis the interacting and mechanism of marketing public relations and brand asset, research the brand vitality from perspective of this interaction. It will help the enterprise or brand selecting and applying of marketing public relations more effectively, and promote brand development, strengthen and upgrade the brand vitality.This study take the three KFC brand marketing public relations activities from Yum Wuhan branch as the analysis subject. It adopts the method of case study, exploring the interaction between marketing public relations and brand asset, and how to create a brand vitality.The study result indicates:(1)The enterprise and brand can enhance the brand asset with the force of marketing public relations.And the promotion of brand asset can enhance the development and innovation of marketing public relations. The relationship between the two is more compact, will form a benign circulation, and promote the mutual influence to improve and strengthen brand vitality.(2)Marketing public relations as an external means, adopt a strategic logic of "big campaign". Firstly "borrowing" the brand effect, vigorously promoted the marketing public relations, then "making" the market potential effect of Marketing public relations. Marketing public relations spread emotions for the product, business or brand in order to achieve the explicit goal, then to increase sales and market share; the recessive goal is to increase brand exposure rate, strengthen brand emotion, to enhance brand resonance. Marketing public relations ultimately shape the brand image by borrowing the brand "force" that has been formed, and structure the brand vitality.(3)Brand assets as a kind of inherent results, adopted a strategic logic of "Homeopathy". The "adaptation" to the potential of marketing public relations created will be developed into a powerful brand trend. It uses accurate brand positioning, creates and leads a kind of fashion consumption concept and brand culture strategy. The explicit goal of brand assets change is the differences from competitors (i.e. brand difference), and the brand association from consumer groups (i.e. brand relevance). Its implicit target performance for the reputation (i.e. brand respect) and brand connotation (i.e. brand knowledge) in the market. Regardless the focuses more on explicit or on recessive goal, brand assets is influencing and leading the content and direction of marketing public relations. It is complying with the trend of marketing public relations, with the more powerful brand "forces".(4)The external way of marketing public relations and the inner result of brand asset, these two has formed a virtuous cycle of constant innovation and development, working together to create and promote the brand vitality.This study is to help enterprises and brand knowing the influence of marketing public relations activities to the brand asset more deeply. It promotes the diversification of brand competition, and has certain reference function on how to operate marketing mix to enhance corporate brand assets correctly. This study put the interaction model of brand assets and marketing. It provides brand assets perspective for the enterprise marketing public relations, but also provides marketing public relations perspective for the brand assets, so the interaction relationship between them is more clearly. It offers theoretical guidance for practitioners and provides a practical way as the theoretical research.