Research On Brand Communication Based On Integrated Marketing Communication

Brand communication has developed about 30 years in China, but it had not formed a complete Brand communication strategy yet. Many enterprises even thought that Brand communication mean to make the advertisement. Therefore, It appears that numerous enterprises thronged to make advertisement on China's most authoritative TV Station CCTV. Obviously, future market will mainly concentrate on brand competition. Therefore, the Brand communication also will have a great important role. Chinese Enterprises start to realize the importance of brand communication, and starts to seek the better Brand communication strategy. In the late year of 1990s, Integrated Marketing Communication started to spread in China. It integrated all kinds of marketing tool, and use the theory of "with the identical sound" to communicate the brand core information to let the enterprise realize that Integrated Marketing Communication could have a better instruction of Brand communication. The Integrated Marketing Communication advocate to set up consistently and unique image with the theory of one image one sound, it uses all available resources, methods and strategy to carry the brand communication. In a view to establish bidirectional and lasting relations with the target consumer, thus establish good brand image. This theory deeply pointed out the key factor of realization of the best brand communication effect.Under modern marketing's background, the brand communicated by Integrated Marketing Communication could realize the information uniformity durability and validity. Thus it could form the long-term stability and harmonious relations between brand and consumer to realize the maximization of brand assets. The introduction of Integrated Marketing Communication optimized the system of Brand communication Under Integrated Marketing Communication, Brand communication has its bright superiority. Therefore, Brand communication should introduce the idea of Integrated Marketing Communication to promote its communication effect, which could help to create the ideal brand image.With the market development in China, enterprise urgently needs to establish its own suitable communication strategy. However, the realistic situation is that, the brand communication fundamental research which is based on Integrated Marketing Communication is still at the starting stage, and until now it did not form system elaboration. In view of this, it's very necessary to integrate brand communication theory and Integrated Marketing Communication. Brand communication could get the maximum communication effect under the instruction of Integrated Marketing Communication,The essay is based on communication study, marketing, designing and psychology discipline theories, and use theoretical analysis, integrate case analysis, qualitative and quantitative investigation method, under the instruction of Integrated Marketing Communication, to research brand communication. The essay starts with the literature reviews of Integrated Marketing Communication and brand communication. It states the history development of Integrated Marketing Communication and brand communication. Then it turns to the study of the adaptability between Integrated Marketing Communication and brand communication. Based on the above theory, this essay analysis's the brand communication on three ways:on the idea and expression of Brand communication, on behaviors of Brand communication, and on vision of Brand communication. On behaviors of Brand communication, it stress to analysize some important marketing tool:the advertisement, sales promotion,and public relationships. In the end, it use the successful case of Brand communication based on Integrated Marketing Communication to verify its conclusion, with a view to provide some useful information to enterprise's practical operation on brand communication.