McLuhan, a Canadian communication scientist, has a famous saying that "the medium is the message." That is to say, 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; for their The choice of combinations 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. In brand communication, the system is mainly composed of the brand owner and the brand's audience. The two consist of specific information, specific media, specific communication methods, and corresponding communication effects (such as the audience's consumption of brand products, their response to the brand, etc.) Brand evaluation), corresponding communication feedback and other information interaction links, and constitute 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.