“品牌传播”内涵之辨析

The Analysis of Brand Communication＇s Connotation

随着“品牌传播”在实践中越来越广泛的运用并成为学术研究的明确对象，其内涵的揭示愈显重要。本文在与相关概念的比较中，提出品牌传播的内涵为：以品牌信誉建构为目标、以包含产品“文本”、服务满足、广告、公共关系、营销对话在内的多种互动沟通为手段的现代主体性传播实践活动。

As ＂brand communication＂ can be extensively applied in practice, and it becomes the clear object of academic research, so it is an important problem to analyze the brand communication＇s connotation. This paper puts forward the connotation of brand communication through the comparison of the related concepts. The connotation is that brand communication is initiative communication practice of modem organization. Its essential target is to construct brand reputation, and interactive communication forms such as advertisement, public relation and marketing dialogue are the brand communication means.