Research On Personal Brand Building And Communication Strategy

Brand has existed for several centuries,but in the past,the brand was mainly used to identify different products or services,with the economic globalization,the world economic integration under the influence of the wave.The brand gradually transformed into an indispensable factor in the market competition environment.When the individual ability or charm can bring benefits for themselves,people has entered a brand new era.This is a person all brands of the times,no individual brand,it will be difficult to learn from their own internal power development.Among them,Li Na's personal brand marketing and communication is a worthy of our in-depth investigation and study of the typical case.In this paper,communication and marketing theory as the basis,using literature analysis and case study research methods,summed up the operation of"personal brand marketing communication has the core competitiveness,so as to provide scientific reference for the maximization of personal brand value.In this paper,based on the research of the brand study sums up the theoretical definition of personal brand,and the personal brand.Then starting from the three aspects discusses the relationship between the personal brand building and communication elements.After comprehensive the above theoretical research on typical case study,and sums up the common personal brand has a personal brand famous building and the common problems in the process of transmission.Finally,li as a typical case for in-depth study of personal brand building and communication,and finally summed up the applicable to the celebrity's personal brand building and the universality of communication strategy.Domestic personal brand program research started late compared with western,this paper is the first paper combines brand knowledge and communication theory and personal brand study is made on personal brand communication strategy of the paper,this also is the important innovation of this paper.But in educational circles and industry at present in view of the concept of the brand is not unified,so in the process of research leads to the lack of theoretical support.