Research On Shaping Brand Image Of Beingmate Company From The Perspective Of Public Relations

In 1950s, David Ogilvy first proposed the concept of brand image. From then, brand image had become a focus concerned by marketing staffs and brand managers. Brand image is analogy as enterprises'most precious intangible asset and business resources, and is also enterprises' magic weapon to win and make profit in the fierce competition, which directly influenced on the enterprises'brand management position, relates to whether products or services will be accepted by consumers, and also relates to the success or failure of enterprises. Therefore, shaping the enterprise brand image has very important strategic significance.Marketing Master Al Ries asserted that advertising was brand maintenance, public relations were brand shaping, which were really the art of bringing brand into people's minds. The significance of public relations'impact on brand image is:propagandizing and promoting brand to improve brand popularity when new products appear on the market or new markets are developed; narrowing the distance with consumers to increase brand affinity and reputation when the brand has certain popularity; dealing timely with the crisis in order to maintain enterprise'reputation and brand image when the crisis situation appears in brand developing process. Public relations' influence on brand image was in a large degree determined by the public relation investment, the specialization and the artistry. Based on the research of our baby industry's leading brand Beingmate Company, the paper analyzed the status and problems of Beingmate Company "child-care expert" brand image, discussed how companies use public relations to shape brand image from a point of public relations view, and finally proposed brand image shaping strategy from perspective of public relations. It is hoped that this topic research will provide some reference for the practice of our enterprises' public relations and the shape of brand image.