Influence of Marketing Communication Tools on Brand Building in the Context of Marketing Management and Corporate Prosperity

Jurášková, Olga; Juříková, Martina; Cockova, Romana

doi:10.1007/978-3-319-56288-9_26

Cited by 1 publication

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“…The various brand resources of the enterprise have not been effectively integrated, the communication methods and channels lack systematic management, and the brand promotion lacks overall planning, resulting in low transmission efficiency and ineffective results. The brand awareness is weak, and the lack of brand management personnel and organizations has led to the emergence of "nobody care" in the post-brand communication [3] .…”

Section: Insufficient Continuity Of Brand Communicationmentioning

confidence: 99%

Traditional corporate brand marketing communication strategy in the new media era

2018

2018 1st International Conference on Education, Art, Management and Social Sciences (EAMSS 2018)

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With the development and maturity of the market economy, China's market competition has become increasingly fierce, and the brand has become a powerful and powerful tool for enterprises to enhance their own market competitiveness. A well-known and reputable brand can not only increase the appeal of products to consumers, but also help to stand out from the numerous products on the market, increase consumer loyalty to products, and drive a wider range of potential consumer groups. The rapid development of new media technologies in the current era, high coverage, and huge increments has gradually shown their great power in communication. It divides the audience's attention with an infinite number of communication themes and massive content. It lowers the threshold for communication and breaks down and complicates the simplicity of the traditional media environment. Then you need to establish independent brands, cultivate and manage brands, promote product sales, increase market share, and gain a dominant position in market competition. Therefore, studying brand communication is of great significance to the development of enterprises.

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Section: Insufficient Continuity Of Brand Communicationmentioning

confidence: 99%

Traditional corporate brand marketing communication strategy in the new media era

2018

2018 1st International Conference on Education, Art, Management and Social Sciences (EAMSS 2018)

View full text Add to dashboard Cite

show abstract

Influence of Marketing Communication Tools on Brand Building in the Context of Marketing Management and Corporate Prosperity

Cited by 1 publication

References 1 publication

Traditional corporate brand marketing communication strategy in the new media era

Traditional corporate brand marketing communication strategy in the new media era

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