Research On Integrated Brand Communication Of C'Estbon In The Internet Era

With the advent of the Internet era,the brand communication environment and the concept of brand communication have also undergone profound changes.Through the product-oriented advertising communication and the brand communication centering on the communication object,the brand communication activities have entered the era of brand communication 3.0 centering on the core value of the brand.In the integrated marketing communication,the dominant position of the brand is increasingly prominent,and the integrated brand communication is endowed with the era adaptability of the Internet.At the same time,the rapid development of intelligent terminals and mobile Internet has greatly expanded the information contact points of consumers,and consumers can obtain and share information anytime and anywhere.As a result,the transmitted information,great changes have taken place in the transmission elements,form of media,the values passed all attached new Internet age characteristic,and highly permeable to the consumer life.The integration of brand communication requires the integration of all possible contact points that may affect consumers and the realization of unified recognition of brand value,which is the main background of this paper.In this paper,through literature research,the theory of brand communication,context,and will be the research object of this article C'estbon pure water focus on brand communication in the present stage of development--the integrated brand communication stage,at the same time,analysis of the present development of the Internet mapping of brand communication factors change.In the process of integrating brand communication,it emphasizes the communication of brand contact points,the interaction with consumers,the unity of all communication contents,and the integration from the inside to the outside.On process,clear brand role in the spread,around the brand value,clear target audience,through a combination of media,and brand information to build brand relationship,the connection consumer communication,implement brand unique value,and ultimately and consumers become the value of community.Yi bao are analyzed in this paper,on the basis of pure water in adapt to the age of the Internet,make full use of social media,combined with a series of brand communication activities in sports marketing,entertainment marketing,younger,cross-border joint marketing,catering new cooperation mode and so on attempt to refine the paths and methods of the effective integration of brand communication,and form a C'estbon integrated brand communication practice of the development of the level of general experience.This paper will put forward the strategic points of integrating brand communication from the perspective of the 3.0 era of brand communication,and finally provide guidance for C'estbon pure water to better integrate brand communication.