基于品牌调性下的社会化创意

Social Creativity Based on Brand Tonality

随着互联网科技平台的快速发展,社会化创意营销成为众多品牌推广的一个重要的手段。我国很多的品牌在推广的过程中脱离了品牌调性,但是品牌核心价值的实现是品牌终极的追求,而其核心价值也是品牌进行社会化营销的基点。因此,对于企业来讲,社会化营销的各种活动都应当围绕品牌核心价值来开展。所以在基于品牌调性下进行社会化的创意活动,需要以用户认可品牌价值为最终目标。但在基于品牌调性下的社会化创意传播过程中应该如何去实行才能将品牌的核心内涵深刻的传递给消费者呢?这一过程中它的途径又有哪些呢?文章对基于品牌调性下的社会化创意规律特点进行分析总结,通过品牌调性下的社会化创意让人们对品牌的文化有更深层次的了解。

With the rapid development of Internet technology platform,social creative marketing has become an important means of brand promotion.Many brands in our country have separated from the brand tonality in the process of promotion,but the realization of the core value of the brand is the ultimate pursuit of the brand,and its core value is also the basic point of the brand for social marketing.therefore,for enterprises,all kinds of activities of social marketing should be carried out around the core value of the brand.therefore,in order to carry out social creative activities based on brand tonality,users need to recognize the brand value as the ultimate goal.But in the process of the socialization of creative communication based on brand tonality,how should we implement it in order to convey the core content of the brand to the consumers？What are its approaches in this process？this article will analyze the characteristics of the social creative law based on the brand tonality,and make a deeper understanding of the brand culture through the social creativity under the brand tonality.