Research On The Brand Communication Of Evergrande Spring

In recent years, emerging brand of mineral water, mineral water market competition is increasingly fierce. Evergrande Spring is Hengda Group brand since the creation of the brand, uses a series of brand communication strategy to promote the brand, and achieved some results, of course, there are some problems.2015 Evergrande Spring for a comprehensive price adjustment, followed by a series of adjustment is brand communication strategy, there are many problems in the overall price Evergrande Spring on the front brand communication, after the price adjustment in brand communication made on a series of adjustments, it has yielded some of the dissemination of results, but still there are some problems.Based on the theory of brand communication, the use of comparative analysis, depth interviews and questionnaires, pre Evergrande Spring and prices in all price adjustment after the price adjustment comprehensive brand communication have been studied and proposed adjustment, the constant Great ice spring in brand communication process should pay attention to. The first part Evergrande Spring full price before the price adjustment before brand communication, including the use of Hengda win the event, an occasion to launch the brand; Physical factors and joint inventor effect, the common brand communication; extensive use of advertising communication strategy to elevate the brand visibility through a variety of media, to promote the brand. The second part analyzes the price before the price adjustment Evergrande Spring brand communication process problems such as brand positioning and strategy execution is inconsistent; advertising communication process there are many problems, including frequent replacement of brand spokesman, lack of consistency and continuous of brand communication strategy. Media selection strategies improper etc; also do not attach importance to the role of public relations in brand communication; lack of brand culture and brand connotation. The third part Evergrand Spring price changes after the full price of brand communication, brand communication elements including more diversified; brand means of communication also make sweeping changes, such as changing the theme of the advertising appeals, other means of communication have been changed; brand media focus has changed. The fourth part is the basis of the foregoing analysis, it pointed out that H Evergrande Spring in the brand communication process after a comprehensive price adjustment should pay attention to the problem, including the exact brand positioning and brand communication to find audiences; should pay more attention to brand culture and brand connotation Creation and dissemination; pay attention and adjust your brand communication strategy; choose the best combination of media optimization and innovative use; create a consistent internal and external communication management platform, the active use of public relations for brand communication.