文档介绍：华中科技大学
硕士学位论文
公共关系与品牌塑造
姓名:孙利昌
申请学位级别:硕士
专业:传播学
指导教师:陈先红
20060508
摘要
品牌时代的到来,为整个社会带来了巨大的变革,从生产到生活、从意识到行
为、从区域到全球。通常来说,人们认为广告是塑造品牌的最有力工具,但事实上,
在广告日益失效的今天,品牌的塑造越来越多地依靠公共关系。
本文总结了品牌发展的三个主要历史阶段,指出品牌时代已经来临。然后从品
牌时代所带给全社会的转变开始,首先对品牌的内涵、品牌资产的构成要素进行了
简单的梳理,同时还提出了品牌研究的合理视角。接着,本文提出了品牌塑造的三
个维度,即品牌设计、品牌传播和品牌管理,创造性地用“品牌涡场”模型将三者
有机地结合在一起,用品牌涡场的特性来说明品牌塑造的过程中所应当注意的问
题。论文第四部分论述了公共关系塑造品牌的四维空间,其中包括品牌战略维度、
品牌文化维度、品牌忠诚维度、关系资本维度,这四个维度共同构成了一塔状结构,
彼此相互影响、息息相关,其中品牌战略处于该塔状结构的最高位,统领着其它三
个维度。论文最后一部分则从实践应用的角度,归纳了公共关系塑造品牌的四个基
本原则,总结了公关关系塑造品牌的几个传播策略,如政治公关、热点公关、文化
公关等等。
关键词:公关关系;品牌塑造;品牌涡场;传播管理;传播策略
I
Abstract
With ing of Brand Times, from the production to the life, from the
consciousness to the behavior, from the region to the world, great changes have taken
place. In general, Advertising was deemed as the strongest tool to construct the brand.
But in fact, with the gradual invalidation of Advertising, the construction of brand has
begun to rely on Public Relations more and more.
In this paper, the author summarizes the three main phases of brand development.
Then from the changes that Brand Times has brought to the whole society, the author
makes a brief pectination to the meanings of brand and the elements of brand assets, and
then brings forth a reasonable brand research viewpoint. Base on these studies, an
innovative Brand Vortex which includes three dimensions (Brand Design, Brand
Communication & Brand Management) was created to vividly open out the relations of
different dimensions and narrate the issues that should be pay attention to during the
process of brand construction. The fourth part of this paper discusses the 4-dimension
space, which includes brand strategy dimension, brand culture dimension, brand loyalty
dimension and relation capital dimension, of brand construction by PR. The four
inter-influencing dimensions make up of a pagoda structure, and the brand strategy
mands the other three dimensions in the