品牌形象的整合传播策略

IMC Strategy for Brand Image

品牌形象是企业重要的无形资产 ,而传播是塑造品牌形象的主要手段之一。整合传播是当今信息社会最有效的传播工具和方法 ,通过整合传播来塑造品牌形象的关键是如何保持品牌信息传播的一致性 ,提出品牌思想、品牌言传和品牌行为的概念 。

Brand image is the important property for an enterprise, while communication is one of the main ways to build brand image. Integrated Marketing Communication (IMC), one of the most effective communicative ways in the modern information society, is applied to establish and build brand image. A new approach is proposed to build brand image through a hierarchy model consisting of brand ideaology, brand speech and brand behavior. Also, it is pointed out that the key point in building brand image through IMC is how to keep brand information consistent.