The Terminal Visual Performance In The Construction Of The Core Brand Value

In the current society, the product homogeneity competition increases fiercely, what's more, market filled with various communications jamming. Strong and weak brands are looking for more diverse means to make the brand and target consumers' communication reasonable and effective. How to go through this interference and transmit effective information to the audience is a challenge, this paper tries to achieve upper goals. The Research's standpoint bases on the consumers, stands on the integration of the height, and uses the concept of "winning terminal vision" to launch.The first keyword is "integrated". Marketing communications has entered the brand era, enterprises begins to build the core competence around brand, visual representation is not only creative, but also brands image design. Brand managers and other communication managers commit themselves to increase the brand value, integrated marketing communications calls for more high status. Brand - consumers' various communication methods contact with "a thought to talk", and serve a final goal - increasing brand value. Each vision expression field is one of the factors on core value of brand building. All fields have different characteristics, but no absolute superiority.In addition, "starting from consumers" is another viewpoint in this paper. Brand value is not a specific number, but exists in the audience's thoughts about positive image and association of brand, the visual representations are not one-way communication process to consumers, but the sharing ideas with consumers. Each vision fields are not just the mechanical motion or chemical reaction, but are "impression" or "resonance" which means communication with the existing conscious or subconscious values in audience beliefs. The message itself is not meaningful except each field of information communication are endowed by the audience.At the same time, who have terminal has grown to become a successful brand of a basic law. Who hold the opportunities, which will end can achieve victory in the global market, can still out of interference, and consumers establish ideal relationship. Brand -consumer relationship building and image into assets are dependent on the points of contact with the consumer brand visual presentation terminal.There are two reasons to take McDonald's brand as the main research object; one is low threshold, high homogeneity and industry competition of McDonald's products and its category. the terminal brand value are taken as a key component and have great significance, the other cause is the expansibility of McDonald's experience to product categories and other market, this experience has important practical significance.Samuel Johnson once said in 1760, "now advertising is so near perfect so that even a little improvement is not easy." Advertising is just as a visual representation of the terminal brand. a brand value's construction is a complicated system engineering that covers the entire process, involves every link of business and needs systematic decision-making and integrity.