The influence of creative advertising positioning on product brand image

王毓淑 刘瑞琪

Advertising，that is，“wide” and “inform” of the modern forms of advertising in various forms，the new form of advertising communication is the use of the Internet，new media to promote corporate brand culture and product information content of the elaboration and publicity.If an enterprise brand wants to occupy its own sales market，it must obtain the approval and preference of the general audience.As professor John Philip Jones put it：“advertising is the engine at the heart of the great machine of branding.”

First，advertising is the most simple and effective way to improve brand awareness.Successful advertising will increase customer recognition.Advertising can not only be put into the market，but also strengthen brand awareness.Brand awareness is a quantification of the brands presence in the minds of consumers.It refers to the fact that consumers will think of a brand when referring to a certain category of products.Advertising enables a brand to quickly establish its popularity in a short time.But the cost of advertising is high，and it is difficult to stand out in the face of advertising competition from other products.This requires ads to be unique and easy to remember; There has to be enough repetition，and at the right time，in front of the public.In the current fierce competition of commodity brands，who can first establish a quality brand，then can occupy the advantage in the market competition.Therefore，the brand has gradually become an intangible asset of the company or enterprise.

Second，advertising can deepen the recognition of quality.Quality awareness refers to consumers overall impression of a brand.When a new product enters the market，its quality is unknown.However，the accurate analysis of product texture and positioning of the creative advertising usually makes consumers have an understanding of the product and want to buy it.Advertising can also influence product branding.The change of quality is mainly through advertising to inform the direction of consumers，but also do not affect the original brand image.The function of a brand product has changed，and the advertisement should make a new interest point without changing the original position of the product in peoples mind.

Third，advertising can stimulate brand association.When it comes to a brand，people always have many，many and various associations.For example，the mention of lippo road cigarettes，people immediately associated with the American west cowboy image，smart，successful，manhood and real man and so on.If these associations can combine some valuable and meaningful content，this content is the brand image.There is a famous “3B”（Baby，Beauty and Beast） theory in the advertising idea，that is，if children，beauties or animals are included in the advertising idea，the advertisement will have strong attraction.One of the reasons for the popularity of the AD is the use of the child element of the “3B” theory.The list of ads using children as creative expression elements is endless.Why is this Evian AD a hit？

Evian bottled water first appeared as baby water in 1935.In 1998，BETC put forward the concept of “baby” as a creative idea，and “Evian baby” was born.Evian Live Young，Evians new global advertising campaign，launched in 2009，has garnered over 65 million views on YouTube，making it the most viewed online AD in the official Guinness book of world records.In 2014，dancing Baby “Evian” once more into the line of sight of people，a new video “Baby & Me” online，series creates a link between advertising in infants and adults for the first time，with the technique of image makes adults after encountered some babies themselves before a large mirror，so as to different age，different gender，different color of skin of adults that cute children show their inside.The novel advertisement contains infinite touching，which makes the theme of “Live Young” shock the audiences psychology again，and the product concept of “Evian” has been deeply reflected.

In short，in the era of multiple brands，who has a strong brand，will be in a favorable position in the fierce market competition.Excellent brand positioning is the basis of publicity.In the process of brand positioning，perfect advertising ideas can also create a brand and make the brand win out in the process of competition.The success of the brand is not an accident，to a large extent，the effective integration of high-quality products and excellent creative advertising.

作者簡介

王毓淑（1999.01—），性别：女;学历：大学本科在读;单位：河北大学;研究方向：广告学。