Brand communication studies

Author: Wang Lei
Publisher:
Publish Date: 2005-12-01
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. This book comprehensively synthesizes domestic and international research findings on brand communication. It logically unfolds from aspects such as conceptual definition, theoretical framework, strategy, elements, methods, media, audience, market cycle, globalization, localization and standardization, the era of the internet, and evaluation of effectiveness and value. The book is systematic, well-structured, and rigorous. It can serve as a necessary reference for brand researchers, a learning guide for brand enthusiasts, and a guiding book for decision-makers in enterprises and institutions, as well as consultants, advertising, and public relations companies engaged in brand communication.