Research On Strategy Of Brand Communication Based On Depressed Culture

As a kind of youth subculture,"depressed culture"has been criticized by the mainstream culture at the beginning of its appearance.With more and more scholars studying "depressed culture",the evaluation of "depressed culture"in academic circles has gradually become rational and objective.Like other youth subcultures,"depressed culture"is no exception in the Internet era when brands want to actively integrate hot spots for brand communication.It's commercialized.Brand communication based on,depressed culture" has become one of the topics worth studying.This paper starts from the causes of"depressed culture"and the theory of group identity to elaborate that"depressed culture" has a strong group persuasion charm,and then collates and analyses the cases based on"depressed culture"brand communication,elaborates the status quo of brand communication.The research object of this paper is"SongTea"which is a new chain brand of ready-made drinks based on"depressed culture".Taking "SongTea"as a case,the author makes a comprehensive multi-dimensional analysis of the whole communication process of the brand by means of case study,text analysis and questionnaire survey.Based on the concept of brand aggregation and communication,this paper studies the strategy of brand aggregation and communication through deep binding of social media and creating brand value with consumers in stages.Through the case study of"SongTea",we can find many problems worthy of reflection.First,according to the shift of the focus of brand communication in the post-depressed stage,we point out that the brand communication of"depressed culture"lacks sustainability.In addition,we point out the possibility of misleading the use of"depressed culture"in brand communication.Based on the analysis of the development trend of"depressed culture"under the background of commercialization,the author puts forward how brand communication should interact with"depressed culture”.