A Research On Media And Channels In Brand Communication

Nowadays, brandization is one of the important management strategies of the world's enterprises. The future competition will get strip from product competition to brand competition. Brand communication, which contacts brand owners with brand consumers, decides the brand competition. The brand communication becomes the important industrial and academic topic. Currently, the study on the brand communication is still in the early stage, paying no more attention to the media and channels of brand communication. The situation means the plenty of space for academic study.Based on the theories of brand property, integrated marketing communication and mass communication, the paper has a run-through the definition and elements of brand communication, proposes the hypotheses of models of media and channels of brand communication. After logical argumentation, case study and model test, advertisement, public relations, marketing communication and human relations are confirmed to be the main channels of brand communication, one form or some forms are used in one channel. Brand communication media includes various forms such as sign medium and material medium. The paper also explores the strategies of brand communication media and channels.