论新媒体环境下的品牌设计与传播

Discuss the Brand Design and Communication in New Media Environment

新媒体环境下,品牌的设计与传播更容易实现同消费者戏剧性沟通,其方式包括广告电影+互动网站传播、网络衍生品传播、悬疑视频+信息网站传播、事件营销+博客传播、单纯网站的趣味传播、病毒短片传播、社会关系网络(SNS)传播等。这些传播方式应该围绕品牌形象的核心和本质,同传统媒体结合起来,围绕消费者展开360度的品牌沟通。

In the new media environment,brand design and communication is easier to achieve dramatic communication with consumers,including advertising film+interactive website communication,network derivatives communication,suspense video+information website communication,event marketing+blog communication,simple website interest spread,virus video communication,SNS communication.The mode of transmission should be built around the core and essence of the brand image,combined with traditional media,around the consumer launch 360-degree brand communication.