Study On The Bidirectional Value Relationship Of Brand

With the deepening and development of economic globalization and informationtechnology, customer’s right of choosing and speaking in the market has greatly improved.The paradigm of marketing research has undergone a fundamental change. With theapplication of relationship marketing theory in the brand level, researches on the brandrelationship has become the latest stage of brand communication theory.The traditional research on the brand relationship is mainly limited in the perspective ofcustomer, the introduction of the concept of stakeholder points out a new direction for theresearch and development of brand relationship theory. The philosophy of corporatemarketing also shifts from focusing on production of profit to creating value. The concept ofBrand is no longer limited to only exist in the customer’s psychology, but exists in theexperience of different stakeholders. Therefore, this paper is on the base of the perspective ofbrand stakeholder theory, to study the nature of brand relationship under the perspective ofcustomer perceived value and corporate value creation. The interaction value relationshipamong corporate-brand-consumer is a process to build strong brand and realize themaximization of brand value, a process to win-win between the corporate and the consumer,also.By studying the pioneers’ theory, this paper redefined the brand relationship from theperspective of the value integrating. The brand relationship is a kind of value relationshipessentially, it’s a bidirectional relationship among the customer, corporate and brand whosecore is shared values. Consumer perception is the basis of the existence of the brand value,and the corporate is the creator of the brand value. But under the new marketing environment,consumers and corporate share and maintain the brand together. Brand can bring functionalvalue, emotional value and social value for consumers, it can bring product innovation value,social asset value and talent strategy value to the corporate also, the unity of value of the threeis the basis for building the brand relationship. Under the present marketing environment, thekey to establish a bidirectional value brand relationship is value resonance and virustransmission strategy. This paper proposes eight strategies to establish the relationship basedon marketing case in the end. The study suggests that brand communication is a dynamic, open and strategicorganizational communication process, which target is to build the interaction valuerelationship among the Corporate, brand and customer. It makes a breakthrough of brandeconomic value rose to the value of social value, and realizes the maximization of brand valuefinally.