The Research Of Herborist’s Branding And Communication

Researches have shown that brands especially the strong brands can createtremendous value for the company, in order to create intangible assets, the company should focus on managing the communication process of brand concept.Various studies generally believe that brands and branding is closely related toculture. If you do not take cultural factors into consideration, you can nevercarry out a thorough study of brand-related issues. Based on the emerging principles of cultural branding, this article tends to analyze the branding and communication of HERBORIST, and to illustrate that brands are not only synonymous with the product or service, but rather an emotional entity.First, this article reviews the existing books and articles about brand theories, brand culture and brand communications, and points out the significance ofmy article. Then I elaborate three common branding theories, and focus on the analysis of a new theory-the theory of cultural branding. The three common branding theories has its unique advantages, but it’s not enough for a successful branding. Cultural branding theories comprehensively analyze the marketingmix, customer satisfaction and other factors, which plays an important role toformulate appropriate brand strategies for brand managers.Second, this article focuses on the description and analysis of HERBORIST’s branding strategy. As a success story of cultural branding theory, HERBORIST, created by Shanghai Jahwa Company, has explained the gist of cultural branding theory. In this section, I discuss HERBORIST’s brand concept positioning, concept propulsion, the principles of deepening brand positioning and the construction of communication networks.Third, this article, by means of empirical studies, verifies the cultural branding of HERBORIST has a good communication effect. By advertising effectiveness analysis and building the model of"brand concept influences purchase decisions", by other methods like literature researches and market researches, I establish an assumption relational model, and make four assumptions. Using statistical software SPSS21.0and structural equation modeling software AMOS21.0,Ianalyze the reliability and validity of the data and the fit of the model, then obtain some relevant results.There is a wide range of domestic skincare brands on the market, but the lack of cultural connotation of the brand, leading to the "low price and hardmoney"dilemma. Inspired by the cultural branding strategy of HERBORIST, thelast part of the article gives some suggestions to other domestic skincare brands.