The aggregation of information

As a dynamic brand communication, the aggregation of information is determined by the information aggregation of static brands. The information content of the superficial brand factors described by Philip Kotler, such as name, pattern, color, packaging, etc., is still limited, but "product characteristics", "promise of benefits and services", "brand recognition", "Brand association" and other deep-seated factors of a brand undoubtedly aggregate a wealth of information. And they constitute the information source of brand communication, which also determines the aggregation of information in brand communication itself.

The target nature of the audience

The diversity of media

Canadian communication scientist McLuhan has a famous saying, that is, "the medium is the message", that is, It is said that media technology often determines the message itself. For example, television media disseminates much more "messages" than newspapers, periodicals and radio, while Internet media disseminates "messages" that are compatible with all media messages. Today, when communication technology is undergoing revolutionary changes, the birth of new media and the rebirth of traditional media have jointly created a new pattern of diversified communication media. This provides opportunities for "brand communication" and also poses new challenges to the diversified integration of media use. Traditional mass media, such as newspapers, magazines, television, radio, street signs, posters, DMs, car bodies, light boxes, etc., still have charm for audiences in modern society; the choice and combination of them is inherently diverse. . The birth of new media has made the media diversity of brand communication more prominent. In this way, brand communication has the premise of diversity in the choice of old and new media.

Systematic operation

In brand communication, the system is mainly composed of the owner of the brand and the audience of the brand, both of which consist of specific information, specific media, specific Information interaction links such as communication methods, corresponding communication effects (such as the audience's consumption of brand products and evaluation of the brand), corresponding communication feedback, etc., are composed of each other. Since brand communication not only pursues the optimization of short-term communication effects, but also pursues long-term brand effects, brand communication always operates in accordance with systematic principles in the interactive relationship between the brand owner and the audience.