Study On Communication Strategy Of A Brand

Brand is very important in the operation of a company. It’s the core value of a company. Brand communication, bridging the owner of brand and customers, is one of the most important factors of becoming the leader of the market competition. It also becomes the important issue which is focused by industry and academia. With the developing of market economy, the differences between products are less and less. In contrast, the effects of brand in customers’ choices are more and more important.Hairdressing industry is a service industry with low technical requirement, regional dependence, and high homogenization. Because of those characteristics, the competition of hairdressing industry becomes very fierce. It’s not only in service but also in brand.Considering the low brand influence of company A, author started his research. This thesis bases on the concepts of brand and communication. Through the way of literature research and case study, author analyzes the media of brand communication and generalizes the four channels of brand communication which are network, event, word of mouth and activity. This thesis combines the character of hairdressing industry and specific situation of company A and makes a series of brand communication plans. This will help company A to build brand popularity and reputation and get an advantage in the fierce competition.In the case of few domestic studies in the brand communication of hairdressing industry, the plans of this thesis are very specific. Companies can use them as operation guidance directly. Considering the impact of internet, author combines the on-line plans and off-line plans to achieve the best effect of communication. These systemic solution plans may give companies real help. At the same time, they have the guiding significance for the brand communication of traditional hairdressing industry.