Brand marketing sound communication theory.

The sound communication theory strives to build an omniscient perspective on brand development, and consists of five parts: the origin area, the sound area, the echo area, the silent area and the silent worship. They form a ring each, and at the same time they are interlocked like the five Olympic rings, forming a new system of brand communication.

The first step is the origin area: building a brand is like drawing a circle with a compass. Only when you have a clear, firm and powerful origin can you draw well! If the origin is not chosen correctly or is not firm, the circle drawn will never be perfect.

The second step is the voice area: without voice, there is no market! The relationship between brands and consumers is like shouting in the valley. If you bark too quietly, the mountains may not even notice you!

The third step is the echo zone: a brand is a person with a personality. In addition to physical characteristics, it must also have mental characteristics; the voice can be heard, but the sound is intangible. Intangible packaging has become an important means to capture people's hearts.

The fourth step is the silent zone: 'quiet and far-reaching', which is not to have no sound at all, but to actively turn down the volume; reflect on the inner self in the silent place, listen to the heart, consolidate the starting point in awakening, and plan a new picture.

The fifth step is silent worship: Buddhists say: Don’t say it, don’t say it. Great sound and sound, the unspeakable is the most charming.

The mention of sound waves is unfamiliar to most people. But after careful dismantling, you will find that the logic behind it is not unfamiliar. After all, the 'fame' of all brands originates from the hearts of consumers. The inner activities of consumers are the result of external influences. Consumers' emotions are influenced by various external forces and their willingness to communicate and share will be expressed through various sounds. These different sounds are superimposed and intertwined with each other to form a sound wave, which makes the brand's 'name'; giving positive brand connotation to the sound wave makes it harmonious and consistent, shaping the brand's 'hope'. Sound is the carrier of brand reputation and the cornerstone of brand reputation. Zhu Lei, a master's tutor at the School of Journalism and Communication of Jinan University, further summarized the essence of voice communication into the following three points: First, listen to the voice of consumers, and then consumers can hear your voice. This is a basic attitude. Second, to learn to speak, you must first go back to the starting point and speak human words; then learn to think and speak out the voice of culture and life. Third, we must speak out on the Internet and contact the masses to speak together to create volume; leverage high-end people to speak out and create echoes; let friends speak out together and create word-of-mouth. Finally, we can 'moisten things silently' and use a spirit to let consumers resonate; use a power to let brands, consumers and society sing the sound of nature.