Brand Awareness And Brand Building

The purpose of my writing this article, I mainly want to brand this concept in themodern era of insights, combined with a number of international brands successfulbrand building case analysis, and ultimately our own brand core issues raised intoday’s era of construction,and to be answered.Firstly,the term brand-depth analysis,the term brand from the Nordic word"brandr",meaning "mark",because the brand was once used to mark and identify theowner of lives tock animals the way.Until the twentieth century,the work began tobuild brand officially popularity. For the interpretation of the brand concept,professorat the University of California,David Aaker said:"A corporate brand is a strategic assetof the main source of its competitive advantage and valuable." Fiona Gilmore(1999)believes that:brand covers everything, including customers in the use of thewhole experience of the product or service, and the resulting tangible and intangiblebenefits.Followed by case analysis to prove a huge impact for brand building new mediaera brought,respectively,from the comparative analysis of distribution channel sandmarketing channels in two ways.In terms of marketing channels to Procter&Gamble,for example,pointed out that the network channels are powerful impact on thetraditional sales channels,channels established in the traditional advantages of P&Gal so affected.Many traditional brands in the new media era, while suffering a hugeimpact, the traditional dissemination of ideas;traditional business model;traditionalbrand-building methods are met with an unprecedented crisis andchallenges.Comparative analysis of the hit TV series"Let’s get married"and thenetwork first surprise drama "never occurred" in the way of product placement in thedistribution channels,thus indicating the era of new media audiences for placement of view.Secondly, through the analysis of international brands The Body Shop, HugoBoss, Haagen-Dazs and other success stories in brand building, summed up in brandbuilding should pay attention to and understand the key points raised four points inthe process of brand building,1, so that the brand strategy to promote corporatestrategy: that is, to the mass media to the media outside engaged in a wide level,well-coordinated work to build the brand, the key will be that: within theorganization to develop and control the brand strategy.2, clear brand identity: brandidentity can be said to be any good way to build the brand, to assess a variety ofmedia, or do both work, companies must have a thorough, coherent and clear brandidentity, for the design and implementation and communication plan, which will notconflict with each other accidentally or confusing messages passed to the customer.3,the brand exposure and create awareness: brand awareness on behalf of the brand’sleading position in the market, success, high quality, really, even people feelexcitement and vitality. Before all these elements are in contact with the product toconsumers, already exists in the minds of consumers. However, by creating a strongbrand and support the brand recognition, and to find ways to make reputation spreadfar and wide.4, allowing customers to participate in brand building experience:customer to participate in the activities of the brand to go for customers in the use ofthe product, and enjoy the experience more widely than in the past, can be formed tobuild brand strength.Finally,for CORONA, Coca-Cola,Snapple and Eslite Bookstore brand buildingsuccessful case studies and concluded that the core issue raise dour brand andestablish a new era of media-into the cultural and creative brand building, giving aunique brand of meaning and value.