广告策划对品牌价值的提升策略研究

Research on Promotion Strategy of Brand Value of Advertising Planning

广告策划有效塑造了企业品牌的具体形象,能够增强品牌核心竞争力,促使消费者进行购买,在品牌价值提升上,广告策划具有重要的作用。本文首先分析了当前广告策划存在的主要问题,并根据具体问题,分别通过遵循4P原则、更好服务品牌,情感依托文化、用文化构筑品牌,重塑品牌形象、获得消费者认可,积极拓展品牌、推动品牌的联想等路径,提出了广告策划对品牌价值提升的有效策略,旨在能够充分发挥广告策划的积极能效,更好的促进品牌的建设与发展。

Advertising planning has effectively shaped the specific image of corporate brand, can enhance the core competitiveness of the bran d,and promote consumers to purchase.Advertising planning plays an important role in enhancing brand value.This article first analyzes the main problems in the current advertising planning, and according to the specific issues,by following the 4P principle,better service brand,emotional dependence on culture,building a brand with culture,reshaping the brand image,obtain consumer recognition,Actively expand the brand, promote the association of the brand and other paths, and put forward an effective strategy of advertising planning to enhance the brand value, in order to fully utilize the active energy efficiency of advertising planning and promote the construction and development of the brand.