Advertising Regulations Special Control Class Brand Communication Investigation Report

Contemporarycommercial society has gone through from the era of product competition to the era of brand competition, while not all the products have the equal chance to conduct brand communication through various public platforms. For some disputable products, they are regulated by laws in terms of their brand communication activities. For example, sex-related products were strictly prohibited in China to disseminate advertisements through public media as per laws and regulations before2004. However, as the leading brands in sex-related industry, Durex has never fated away from people’s attention and continued to spread positive value through its brand image. Thus, it received high reorganization in the market. After case study and comparison analysis, it was found that Durex and other law-regulated brands shared the common rules and brand characteristics. The successful marketing strategies of Durex could be summarized as the reference to the others.This thesis takes Durex as the angle to analyze the brand strategies of the other brands confronted with strict regulation from laws. Firstly, Durex was taken as the example to give the insights of brand strategies which the regulated brands could use for reference. As the core of the research, rich cases of Durex were incited. Then.the common features of the regulatedbrands were summarized in the third body, paving the way to apply Durex’s experience to the regulated brands. In the last part of the research, Integrated Marketing Communication and Digital marketing are highlighted, as they have special meaning for these regulated brands.