Research On Advertising Of Brand Image

Brand image advertising is one form of advertising, but it has their particularity, that is it is in the economic environment, and has a great influence on creating the image of enterprise and brand. After the carrying out of reform and open policy, our country has made great progress in brand idea and brand management, but by now there is no sufficient systematic research on brand image advertising which should be closely connected with science, culture and art, especially without sufficient empirical research based on systematic and deep investigation and analysis. It is a bottle-neck problem confining our country's brand construction, which is to be solved urgently.Brand image is intently embodied in the collective value attitude of brand and the value trend of consumers, and it is the soul of brand. With the help of theoretical achievements both home and abroad, the thesis tries to find the best connecting point between brand image advertising and corporate image, and locates the specific field of brand image advertising as research target, and puts forward the location of creative expression of brand image advertising systematically. The thesis makes a profound discussion on the system of brand image advertising. It mainly contains the following aspects:It does a detailed research on the connotation of brand image advertising, analyzes the influence of brand image advertising on brand image, and concludes the effectiveness and value of brand image advertising; Through lateral and longitudinal contrastive research, it puts forward the location, creative expression and management measures of brand image advertising, and provides guiding suggestions for future research. Through shaping principle analysis of effectiveness, content and personality of famous brand image advertising home and abroad, it brings about the theoretical basis of brand image advertising. With the successful brand image advertising as research target, the thesis investigates and analyzes the current situation and problems of brand image advertising first, and then interprets its developing elements. Based on above, the thesis tries to find out several thoughts on the developing strategy.