Research on Brand Communication Strategy Based on Consumer's Cognition

This article examines brand communication effects from the perspective of consumer's cognition to find the effective brand communication strategy which has direct impact on consumers. We extract the method of evaluating the brand communication effects on the level of consumer's cognition, and explore the relationship between brand communication effects and consumer's cognition. Based on the investigation, we further propose four effective strategies to enhance brand communication effects: shape the excellent core value of brand; formulate the clear brand positioning; design the attractive brand identification symbol; adopt integrated marketing communication to enhance consumer's cognition.