Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 63 , 28 December 2023
Open
Access | Article
Analysis of the Effectiveness of Public Relations for Brand Communication
* Author to whom correspondence should be addressed.
Abstract
Brand communication plays a crucial role in the advancement of corporations, with many organizations placing significant emphasis on fostering public relations with their clientele. In a context of escalating competition and volatility within the market, effective brand communication plays a pivotal role in enhancing business image and credibility. Consequently, the management of public relations necessitates appropriate adjustments. Enterprises are increasingly prioritizing the management of public relations and corporate image due to the impact of brand image and consumer trust on customer choices in the marketing landscape. In addition to quality and price, customers now consider brand image and trustworthiness when making purchasing decisions. Therefore, effective brand communication has become a paramount objective for enterprises. Given this market context, public relations play a crucial role in conveying the value of a brand. Therefore, enterprises must adeptly navigate public relations in order to achieve favorable growth.
Keywords
public relations, branding, brand communication, marketing
References
1. Sun Riyao, Cao Yue, Liu Huajun. (2009) BCSOK: Brand Building System. Economic Science Publishing House.
2. Xiaoqing. (2010) Enterprise brand positioning strategy research generation bay management, 32, p5.
3. Li Jiang. (2006) Bundle brand positioning on brand extension research in science and technology university management institute. Contemprorary Economics, 10S.
4. Anholt, S. (2008a) Place branding: Is it marketing, or isn’t it? Editorial. Place Branding and Public Diplomacy 4 (1): 1–6.
5. Aronczyk, M. (2008) ‘Living the brand’: Nationality, globality and the identity strategies of branding consultants. International Journal of Communication l (2): 41–65.
6. Avraham, E. (2006) Public relations and advertising strategies for tourist destination image crises. In: Y. Mansfeld and A. Pizam (eds.) Tourism, Security and Safety. From Theory to Practice. Oxford: Elsevier Butterworth-Heinemann.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-227-5
- ISBN (Online)
- 978-1-83558-228-2
- Published Date
- 28 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/63/20231385
- Copyright
- 28 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited