Brand Communication Studies

Author: Yu Mingyang
Publisher:
Publish Date: 2005-01-01
Features: Brand communication studies systematically explore the laws and techniques of brand communication, revealing the core of brand growth and development. It is a central component of the brand theory system. Based on semiotics, communication theory, and marketing theory, this book comprehensively integrates domestic and international research findings on brand communication, and systematically innovates upon them. The entire book logically unfolds from concept definition, theoretical framework, strategy, elements, methods, media, audience, market cycle, globalization, localization and standardization, the internet era, and effectiveness and value evaluation, forming a systematic and rigorous structure. This book can serve as a textbook for university and graduate students, a necessary reference for brand researchers, and an introductory guide for brand enthusiasts. It can also be used as a guiding book for decision-makers in enterprises and institutions, as well as consultants, advertising, and public relations companies engaged in brand communication.