Study On Brand Communication Strategy Of LAVAZZA From The Perspective Of Semiotics

Lavazza,an Italian coffee brand,is sold all over the world,tied with Starbucks for third place in the overall coffee market.This paper is based on Pierce's symbol theory to study the brand communication strategy of Lavazza,in order to provide reference for the iteration and innovation of specialty coffee in the wave of coffee aesthetics.The core content of this paper is divided into four parts.Part 1: the visual persuasion strategy of Lavazza.This chapter discusses the meaning construction of Lavazza advertising with Lavazza calendar as the text.Icon creates a "real" story scene with vivid and intuitive expressive force to attract the audience's attention;Symbol calls the audience's emotional identity with profound cultural significance,which is conducive to leaving a deep impression;Index naturally transfers the meaning to the brand and play the pivotal role of connection.These three types of signs coordinate,supplement and restrict each other to form a "chain of association" to complete the Signification function of images together.Part 2:the event marketing strategy of Lavazza.Firstly,the product is the scene.Brand communication needs scene thinking.Seeking out the product attributes that are deeply connected with the scene,can create specific situation exits for consumers' emotions.Secondly,events are potential energy.On the one hand,the enterprise should be adept in assessing the situation,take advantage of "hot events" to expand brand influence.On the other hand,the enterprise should actively create events to attract the media coverage,by bring about new concepts,new products,etc.Finally,crossover is connection.Association and interaction between brands can promote the marketing effect of "1 + 1 > 2".Part 3:the rules of symbolization of Lavazza.The brand symbolization consists of three processes:negotiation,accumulation and solidification of brand meaning.Firstly,brand meaning become clear gradually in the interactive negotiation of enterprise coding / audience decoding.Secondly,integrated communication is the best strategy to promote the accumulation and deepening of brand meaning.Thirdly,it can enhance consumers' collective recognition of the brand through the inspiration of the story,emotional resonance,cultural identity,endorsement of celebrities.Part 4: Putting forward optimal strategy for Lavazza to enter Chinese market.First of all,make clear brand positioning.Using big data to deeplydepict the portrait of the target consumer group,in order to achieve the accurate dissemination of brand information.Secondly,the enterprise need to combine globalization with localization organically.In terms of the core values of brand,the enterprise should persist in the global unified standards.In terms of specific communication actions,the enterprise should respect local culture and follow the local customs.Thirdly,the enterprise should make full use of the network platform.Carefully cultivating the official brand website and flexibly using social media platforms so as to promote interaction between brands and consumers.Last of all,the enterprise should strengthen brand knowledge education for consumers.Balancing the profound Italian coffee culture with the preference of target Chinese consumers,and stirring up more potential consumers to identify with the products and culture of Lavazza.