Public Relations & Brand Construction

With the coming of Brand Times, from the production to the life, from the consciousness to the behavior, from the region to the world, great changes have taken place. In general, Advertising was deemed as the strongest tool to construct the brand. But in fact, with the gradual invalidation of Advertising, the construction of brand has begun to rely on Public Relations more and more.In this paper, the author summarizes the three main phases of brand development. Then from the changes that Brand Times has brought to the whole society, the author makes a brief pectination to the meanings of brand and the elements of brand assets, and then brings forth a reasonable brand research viewpoint. Base on these studies, an innovative Brand Vortex which includes three dimensions (Brand Design, Brand Communication & Brand Management) was created to vividly open out the relations of different dimensions and narrate the issues that should be pay attention to during the process of brand construction. The fourth part of this paper discusses the 4-dimension space, which includes brand strategy dimension, brand culture dimension, brand loyalty dimension and relation capital dimension, of brand construction by PR. The four inter-influencing dimensions make up of a pagoda structure, and the brand strategy dimension commands the other three dimensions in the top of the pagoda. The last part of this paper concludes the four essential fundamentals and give some communication strategies by PR, such as political PR, hotspot PR, culture PR, etc.