Brand communication "necklace law"

We provide enterprise for diagnosis, sometimes found in an enterprise, it's advertising, promotion, public relations, not a unified rules, as if not a business, so every campaign became a separate Act, there is no continuity, cannot produce interactive, which actually is a spread of waste.

Continuous and unified communications is the law of international brand success, KFC is one of the world's largest fried chicken chain restaurant, currently has more than nine thousand six hundred House Hotel. However, both at the great wall of China or the bustling city centre of Paris, or Bulgaria beautiful Sophia town centre or the sunny streets of Puerto Rico, everywhere visible Colonel Sanders is a familiar face of KFC restaurant signboard.

Fashion brand Esprit has emphasized its personal choice and the nature of the spiritual realm. In the late 1960s in the United States was founded, Esprit, established the world peace and self-expression for the brand's primary purpose and consistently. When other companies ' sales still only a mere formality, Esprit has stressed the need for social fashion and lifestyle are responsible. Esprit participation in Earth Day campaign, printed with "green" slogan clothing issued to staff, in-store environmental poster and posted on customers in urban cultivation and make clean-up activities. Esprit is a major initiative to introduce the "nature". Spring it in the store in Asia are full of garden atmosphere, shop placed many artificial plants, bonsai, etc. In summer, is advocating a healthy lifestyle, it said in the poster: "an Apple a day, doctor away." In the out of season sale, Esprit is quite unusual, it will showcase all the old swept a layer of white oil, or cover of cotton on the net, this color to the customer to Esprit is an oasis of the senses, make it a Madhouse: scenes in both did it seems that exclusive comfort business. Esprit's indoor display note propaganda human values, always remind customers to wear is also not forget to express their views in an advertisement, Esprit asked: "what will you do to change the world?" a walking stick girl answered: "I want people to assess my can not I cannot. "In addition to the above, there are other slogans were widely used:" all countries should return the thing does not belong to them, "and" in everyone, before deciding to have children should be a parenting course ", these words inadvertently conquered the thousands of people.

Core values-the main line of brand communication

The core values of the brand is the essence of the brand, it represents a brand most centers, and do not have the time of the element. A brand is the most unique and valuable part of the usually manifested in core values. If the brand to a globe, core value is the middle of the axis, no matter how axis rotating globes, is always fixed.

Whether you have core values, is the brand management is an important success. Haier's core value is "true", the brand logo is "genuine forever", Haier's star service and product development are all on the interpretation of the concept and extension; Nokia's core values is the science and technology, humanity, the brand logo is "Science and technology people-oriented"; Similarly, Nokia continued to launch new products to human design to build its high-tech image; the sea is the core value of "health", the brand logo is "a healthy future" in their 30 under a variety of health products for the reputation of this core value.

On the brand's core values of the set, where consumers not to explain how our products are good, to meet consumer demand, because of this, your opponent. If a set of core values of food mainly or stay in taste after feeling, such as "taste is fresh, pure, let people pleasure", which although very closely after the taste of food, the wonderful feeling on the sales of the product itself but also a greater catalytic role, but the absence of an appeal of the human heart, which only sell products, not to sell the spirit and cultural realm, the brand's core values of a lack of inclusive, but also for long-term development.

Marlboro cowboy world

Tobacco situation very delicate, on the one hand, the ban on smoking in the worldwide become a general trend, non-smoking people wanted cigarettes immediately disappear from the face of the Earth, on the other hand, smokers smoke as well, the dependency on tobacco taxation in the country is very high, so that the cigarettes were caught in order to survive, making tobacco enterprises almost only one way to go: good public welfare, charity. To establish goodwill of enterprise image, get the public's favor. In the 1920s, Nanyang tobacco to patriotic as banner, social image is bright, Marlboro, 555 bent on sponsorship, "kin card" constantly held a charity, "camel" are donated to charity. The United Kingdom and the United States, Japan and other tobacco companies each year out of a large budget, to the overall packaging to enterprises. However, they must do is see a good thing, but finding a most suitable for yourself would best reflect their brand value.

For example, the Marlboro to sponsor sports events for the main method of packaging the brand.

Marlboro has always been a major sponsor of international sport events, especially in the international formula one racing's most prestigious Marlboro, this is the most influential and most important sponsorship activities. In the public mind, formula 1 is considered to be free, passionate, competitive and challenging sport. Formula One racing's image is consistent with the Marlboro to shape the image of the "man." Formula One racing spirit is embodied in the Marlboro Cowboys with spirit. Morris corporate sponsorship of formula one racing is the sponsorship and the brand image of the perfect combination. So far, Marlboro is sponsoring formula one racing 20 years as a sport support responsibilities, Marlboro in public established a good image. In addition, the company is also very concerned about the game's various security measures, established a million

Bolo concerned about others ' lives and health of the image, making people think this company would depart from the health of consumers, the production of "healthy" cigarettes to reduce their toxicity. This initiative is clearly won the public on the brand.

Apart from formula one racing, Marlboro also sponsors other many worldwide sports competitions. For instance: the football match, motorcycle racing, horse racing, motor racing, horse racing, skiing competitions and bicycle competitions. However, if one day the CCTV Spring Festival evening party invitation Marlboro sponsorship, that must be met with denial of Marlboro, not the impact of CCTV is not great, but does not match with the Marlboro's style. Marlboro is always looking for the most suitable for their sponsorship and give these sponsorship has established specific criteria that conform to these standards, will be considered: