The Effect Of Brand Communication Methods On Brand Relationship

Based on analyzing the theory about brand communication and brand relationship, this study focused on the communication system of sportswear brand and the effect mechanism that the methods of brand communication are acting on brand relationship, combining the sportswear brand's characteristics. Through case study, market research and data analysis including questionnaire investigation and experiment, the thesis brought forward the valuable conclusions to sportswear brand in brand communication strategies, as follows:1)Putted forward a pyramid communication model of sportswear brand through case study.2)Through factor analysis, the sportswear brand communication proved to be constructed by"interpersonal and public relations communication","out-of-home communication","terminal communication","media communication", and the brand relationship was made of"trust","satisfaction","commitment".3)Established the effect model of the sportswear brand communication methods on brand relationship on the base of three regression equation through linear analysis.4)Through customer experiment, the most effective communication methods were obtained.Lastly, based on the conclusions of the research, the thesis put forward four proposals for establishing the sportswear brand communication strategy.