A Study On The Communication Strategy Of Luxurg Brond Art Exhibition

Luxury brand is a strong brand in various industries, which has has a unique advantage with respect to brand management, brand communication and brand building. Luxury brands in the use of advertising, public relations and other means to spread the brand at the same time, continue to play a creative communication concept. Luxury brand art exhibition in the brand communication and shaping more and more aroused public attention, and play an important role in brand promotion. Luxury brand art exhibition is the brand close to consumers, branding and merchandise display an important platform for luxury brands through the exhibition to achieve the purpose of shaping the image of the brand.Luxury brand art exhibition is not just an artistic act, it is a business behavior. From the perspective of market strategy, this kind of cultural activities can promote brand image more effectively than mere commercial promotion and publicity. The exhibition itself represents not only a brand, but also a concept of life, values and aesthetics, It can effectively help the brand to enhance the visibility, awareness, reputation and loyalty, to stimulate the brand association to build brand image. By analyzing the related theories and literatures of luxury brand marketing theory, brand image modeling and luxury brand art exhibition, this paper analyzes the strategy of luxury brand communication and brand image building. Through the on-the-spot view and copy investigation, the collection of luxury brands Art exhibition activities, the overall analysis and case studies to come up with luxury brand art exhibition in the brand image of the specific application of the principles and methods for China's high-end brand promotion strategy to provide a valuable basis for reference.