公共关系与品牌塑造

发布时间：2018-01-15 18:01

本文关键词：公共关系与品牌塑造　出处：《华中科技大学》2006年硕士论文　论文类型：学位论文

【摘要】： 品牌时代的到来,为整个社会带来了巨大的变革,从生产到生活、从意识到行为、从区域到全球。通常来说,人们认为广告是塑造品牌的最有力工具,但事实上,在广告日益失效的今天,品牌的塑造越来越多地依靠公共关系。本文总结了品牌发展的三个主要历史阶段,指出品牌时代已经来临。然后从品牌时代所带给全社会的转变开始,首先对品牌的内涵、品牌资产的构成要素进行了简单的梳理,同时还提出了品牌研究的合理视角。接着,本文提出了品牌塑造的三个维度,即品牌设计、品牌传播和品牌管理,创造性地用“品牌涡场”模型将三者有机地结合在一起,用品牌涡场的特性来说明品牌塑造的过程中所应当注意的问题。论文第四部分论述了公共关系塑造品牌的四维空间,其中包括品牌战略维度、品牌文化维度、品牌忠诚维度、关系资本维度,这四个维度共同构成了一塔状结构,彼此相互影响、息息相关,其中品牌战略处于该塔状结构的最高位,统领着其它三个维度。论文最后一部分则从实践应用的角度,归纳了公共关系塑造品牌的四个基本原则,总结了公关关系塑造品牌的几个传播策略,如政治公关、热点公关、文化公关等等。
[Abstract]:The arrival of the brand era has brought great changes to the whole society, from production to life, from awareness to behavior, from the region to the world. Generally speaking, people think that advertising is the most powerful tool to shape the brand. But in fact, in the advertising increasingly ineffective today, brand shaping more and more rely on public relations. This paper summarizes the three main historical stages of brand development, points out that the brand era has come, and then from the brand era to the whole society changes, first of all, the connotation of the brand. The constituent elements of brand equity are simply combed, and the reasonable perspective of brand research is also put forward. Then, this paper puts forward three dimensions of brand building, namely brand design, brand communication and brand management. Creatively use the "brand vortex field" model to combine the three together organically. Using the characteristics of brand vortex field to explain the problems that should be paid attention to in the process of brand building. Part 4th discusses the four-dimensional space of public relations brand building, including brand strategy dimension, brand culture dimension. Brand loyalty dimension, relational capital dimension, these four dimensions together constitute a tower structure, each other, closely related to each other, in which brand strategy is in the highest position of the tower structure. The last part of the paper from the perspective of practical application, summed up the four basic principles of public relations brand building, summed up a number of public relations brand communication strategies. Such as political public relations, hot public relations, cultural public relations and so on.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F273.2

【引证文献】