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many brands are pursuing the effect of dominating the screen in their communication. however, you dominate the screen today, and i dominate the screen tomorrow. it looks very lively, but the effect of most communication is like the tide. it seems to be huge and vigorous at the time, but it will "hide its name" afterwards, and nothing will be achieved.sex。

why does brand communication have such problems? it is because brands only focus on voice marketing but fail to achieve true reputation management.

brand reputation management in the context of dramatic changes in the media and audience environments

today's media environment has changed dramatically compared to the past. with the advent of the self-media era, everyone can become a media, and any discussion can be spread. many communications seem to have formed a hot spot effect and dominated the screen, but this dominance is often only due to the topic.sexthe hot topics triggered are mainly followed by self-media, the media composition of the dissemination is non-authoritative media and self-media, the core form of dissemination is comment and dispute, and the impression created on the readers is a topic market with a lot of discussion.

if you want to make your brand stand out and build brand reputation and loyalty, it is obviously impossible to catch fish in a tree if you only rely on this kind of public opinion. sometimes it will even backfire, because more and more netizens who grew up in the internet era have the ability to distinguish between soft articles and serious news reports, and are willing to pick out some obviously hyped and eye-catching content from the complicated texts to question or even ridicule. this has directly caused today's communication to be either easily lost in the waves of topics that come one after another, or it is difficult to control the direction of communication, which will backfire. in this media environment and audience environment, if a brand still holds on to the old "volume-based" communication concept and continues to hold on to the model of greed for more and wider media selection, the effect of its communication execution will be at best just bubbling on the topic list without any long-term effect, and at worst it will have a counter-effect.

therefore, if a brand wants to form a reputation-based communication, and not only dominate the screen, but also go beyond the circle and form a long-term good impression, it must adapt to the changes in today's media environment and audience environment. it is necessary to realize the following two points:

first, we must avoid the “coreless phenomenon” in media selection during communication, which is usually manifested by insufficient endorsement capabilities of core media resources in the communication media matrix, or even the absence of core media resources. this means that the media selected by the brandflattaiwan's credibility and authoritysexit is difficult to effectively establish brand trust in the first contact, and the brand has to provide sufficient credibility endorsement on multiple occasions.flatalthough the platform has reached its target users many times, it is still difficult to build a reliable reputation for the brand.

second, we must avoid the phenomenon of forced pairing of ip and media resources, and only consider the appeal of ip to the audience, without considering the integration of the audience, media, and brand. if the above problems occur, the combination of resources and materials, resources and ip in communication will lack depth and creativity, and it will be difficult for brands to deeply explore the intrinsic value of cooperation in communication. this rigid content lacking internal logic and resonance will make it impossible to effectively convey the core information of the brand, resulting in a significant reduction in the communication effect.

use "core" big resources and big ip communication to achieve reputation management

therefore, if a brand wants to achieve effective reputation management, it must first achieve "core communication", that is, choose media with sufficient endorsement capabilities as the core media in the communication media matrix. this type of media resource requires strong credibility and a solid readership base, rather than just simple self-media-type "fan attention". those with this ability are often traditional large media, or new media resources with traditional large media backgrounds. this type of media resource has accumulated lasting credibility among readers because of its long-term professional and prudent attitude in news reporting. in brand communication, it can accurately and quickly increase market exposure while helping the brand establish a more positive and trustworthy image in the minds of consumers, thereby enhancing the brand's reputation.

by using this type of media as the core of communication for "nuclear communication", all messages in the entire brand communication can be traced back to this strongly endorsed media core. this can dispel the audience's doubts about the "credibility of information" and can more effectively avoid the occurrence of some adverse effects.

based on the media core of "nuclear communication", communication execution should be based on this core large resource matching and adjustment.sexsuitable big ips that are conducive to reputation marketing. the fan effect of big ips can attract consumers to actively participate in brand activities. this fan-driven participation not only deepens the interactive relationship between brands and consumers, but also effectively promotes user loyalty and stickiness to the brand.sexby carefully planning a joint marketing strategy with big ips, brands can make full use of the fan effect, establish more stable and lasting customer relationships, and thus gain an advantageous position in the fierce market competition.

linghu technology's "core reputation marketing" communication strategy

how to implement core communication? with its profound industry experience and innovative technology, linghu technology provides a "core reputation marketing" solution based on xinhua news agency's large resource system and supporting large ip system.

linghu technology has the exclusive video account and douyin account of xinhua news agency.flattaiwan resources can be obtained through the authoritative media of xinhua news agencyflatplatform, professional content planning, precise positioning of groups of people and socialflatthe platform’s multi-dimensional communication creates a powerful core media resource endorsement effect for brand communication, which forms the basis of linghu’s “core reputation marketing” solution.

xinhua news agency's authoritysexprovides solid credibility endorsement for the brand, and professional content planning ensures the accuracy of information transmissionsexthe selection of precise circles of people further improves the efficiency and effect of communication, combined with socialflatwith wide coverage of various platforms, this integrated communication strategy can significantly enhance the brand's market awareness and reputation and achieve excellent communication effects.

at the same time, around the media resources of xinhua news agency, linghu technology accurately matches andsexmatching with brandsexthe big ip resources that match and can help reputation marketing, combined with highly matching marketing creativity, create a resonance effect of 1+1>2 between media and ip. this strategy deepens consumers' understanding of the brand, leaves a deep impression on consumers' minds, helps brands "follow the trend and create momentum without momentum", achieves a double increase in exposure and sales performance, and achieves "integration of brand and effect".

this "1+1＞2" core communication matrix provides strong support for many brands and helps them stand out in market competition.

for example, linghu technology assisted a well-known home appliance brand in successfully holding an online live broadcast conference with xinhua news agency. the conference took the authoritative resources of xinhua news agency as the core and used douyin and video account to broadcast live broadcasts.flatthe live broadcast was carried out through the live broadcast of the live stars, and the in-depth interaction and multi-scene interpretation reached more than 5 million views, which deepened the product characteristics.sexthe delivery of our products has won the deep trust of consumers.

in another industry, an insurance brandcctvthe animated film "journey to the west", a cultural ip, has launched a creative linkage under the careful planning of linghu technology. the brand has in-depth linkage with "journey to the west" and cleverly used the popular socialflatthe strong topic of the platformsex, achieving the resonance of ip+brand+fans. on this basis, the brand side achieves total exposure of the brand and products through precise advertising strategies.close300 million times, greatly enhancing the brand's market influence. at the same time, many authoritative media officially announced that the brand andcctvby cooperating with the ip of the animated film "journey to the west", the brand has won wider recognition and respect through the credibility of authoritative media.

linghu technology has been working hard in the local market and has cooperated with many local brands. through careful planning and professional execution, it has not only significantly improved the market awareness and reputation of these brands, but also deepened consumers' recognition of its brand value. in addition, linghu has also expanded to the international stage and established close cooperative relationships with some top international brands.sexhelp international brand customers to cooperate with chinese brandssexthe deep bundling of these international brands with authoritative media resources has significantly strengthened the influence of these international brands in the minds of chinese consumers and enhanced their attractiveness and competitiveness in the chinese market.

i believe that this "core reputation marketing" strategy of big resources + big ip will help more international and domestic brands to effectively improve their market reputation, thereby helping brands to occupy market share, allowing brands to stand out in fierce competition, and move forward steadily in a complex and changing market environment, truly maximizing marketing benefits.

source: china.com

(source: financial information)

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