The Research Of Brand Symbol

Brand symbol is the central part of a brand， and a bridge of communication betweenbusinesses and consumers..Brand symbols include names, logos, basic colors, slogans, symbols,spokesmen, packaging, etc. And these identification elements form an integral structure, toinfluence the consumers.But in the previous research about brand symbol tends to overlook thebrand symbol contents，even talking about the brand symbol，is relatively fragmented，and lackof systematic study.Besides, soft drinks is an emotional and cognitive low involvementcommodity, and require a lot of advertisements to stimulate the consumption of soft drinks, andmaintain consumers’buying habits.. A large number of brand elements in soft drink ads keep thecontinued association of consumers to the soft drink brand, and form consumers’ brand choicehabits of soft drink brands which have great significance and value for the building of brandsymbol.Research methods used in this paper are symbolic analysis， content analysis and networkquestionnaire.From the perspective of building a brand symbol， the brand symbol is divided intothree stages. Two pairs of competitive soft drinks brands as the case study， the TV ads ofCoca-Cola，Pepsi，Wong Lo Kat and JDB as the main samples，and doing backtracking onhighlights about building the brand symbol of Coca-Cola and Pepsi before2003.Besides，do asimple network questionnaire survey for brand awareness of Wong Lo Kat and JDB.Firstly，this paper has done a systematic summary about the domestic and international brandsymbol studies， including theoretical support of brand symbol， the brand symbol design，advertising symbols， the symbolic value of the brand and brand management.Then focus on theresearch of the brand symbol content easily overlooked in the past，take the soft drinks brandsymbol for example，and vertically comb the brand symbol theory from the beginning of thecreation of brand symbol to the realization of the value of brand symbol.Besides， trying to findsome methods and strategies to maximize the value of the brand symbol.What’s more，makingsome attempt to the formation and growth of the brand symbol theoretical system，in order tobetter guide the brand symbol management，better shape brand，better realize the value of brand.