品牌信息是品牌建构和传播的基础,其主要功能就是为了与消费者分享品牌价值,建立起消费者的品牌印象;品牌信息是通过不同的接触点和传播环节,建立与消费者联系,目的是为了实现更有效的传播;同时,通过品牌边界的确立,形成了具有不同特征的品牌信息传播。 Brand information is the foundation of brand building and communication. Its main function is to share the brand value with consumers and establish the brand image of consumers. Brand information is to establish contact with consumers through different contact points and communication links. The purpose is In order to achieve more effective communication, at the same time, through the establishment of brand boundaries, the formation of brand communication with different characteristics.