Study On The Construction Of Brand Association On The Basis Of Marketing Communication

The formation of customers' impression comes from multiple channels, enterprises may take the initiative in injecting the brand knowledge into customers' mind via marketing communication strategies continuously, which help them to establish the brand knowledge network, and hereby shape the positive brand association. The fundamental purpose of this study goes deep into exploration of the degree influenced by marketing communication strategies to brand association so as to put forward the integrated marketing communication strategies for building the brand associations. The author combines the related concepts and theories of Marketing, Communication, and Cognitive Psychology and constructs the demonstration study model with the help of interdisciplinary research and the instance analysis. On this basis, the model assumption is verified via data survey of mathematical statistics on the spot by virtue of demonstration study on the one hand, on the other hand the conclusion can be get that the degree of effect which the various communication strategies making on brand association by further comparison, hence custom the combination of the marketing communication strategy respectively, which has the great significance to enhance the brand value assets.In this essay, the author constructs marketing communication strategy system which was composed of product type, product quality, product price, association of brand marketing representation, brand attribute, company brand association, symbolic interests of consumers, etc, and the marketing communication strategy system which was composed of advertising, public relations, selling by sales, sales promotion, service, public praise, etc. Based on the study of the relationship between marketing communication strategy and contents of brand association, we get the conclusion: Association of product type is mainly affected by advertisement, public praise and sales promotion, and enterprises can use the advertisement more often for improving the brand awareness; association of quality is mainly affected by advertisement and public praise, and building the great public praise is more important; market performance of brand awareness, brand popularity and brand competitiveness is mainly affected by public praise, in addition, enterprises can use public relations and business services for enhancing the brand association of market performance; effects on brand attribute association have been weakened by advertisement, public relations, promotion and services and enterprises should strengthen the effect of advertisement; effect of the business services communication on the company brand association is strongest, followed public praise, advertisement, sales promotion, public relations; it should strengthen the quality of the business services for building the brand association of customers' symbolic benefits, in addition, the enterprises can use sales promotion, advertisement and public relations whose effects are weaker than service for supplements.