Second, in addition to the visual image of the brand, the discourse cognitive image is also very important. A brand with high reputation is also a good brand image.The brand as a person, for example, LOGO image and visual image is his appearance level, and based on the value concept of cognitive is his "inner beauty" image, the inner beauty of a brand image perception is more of a reputation from the customers, potential customers and the public opinion, policy propaganda of discourse is neglected by many enterprise managers.For enterprise managers, they can make good use of PR publicity (public relations publicity) to initiate integrated marketing communication and master the right to speak to build the internal beauty image of brand value concept.As Joe Iigami explains in his book PR Power, there are two types of PR campaigns: "marketing PR" and "corporate brand PR".Marketing PR: broadly defined as "all related activities from the birth to the death of a product or service".To support the product or service advertising, product exhibition, lectures, symposia and other activities or sponsorship, or to support the publication of customers and other forms.A strategy to increase sales by improving the brand and product image with the target customers, consumers and potential customers as the target.Corporate brand PR: It communicates the philosophy or philosophy of the enterprise as information to establish a good image of the enterprise. It also refers to the types of business philosophy, business plan, business strategy, and environmental or social problems to make a name for, convey information and build an image.Marketing PR and corporate brand PR belong to different strategies with different purposes, but they are independent and not unrelated.The results of marketing PR, such as product advertising and product image promotion for the purpose of promotion, can not only improve the product impression, but also improve the corporate image.On the other hand, the good corporate image built by corporate brand PR is also related to the desire to buy the company's products

Corporate Social Responsibility CSR in general refers to the fact that, based on the economy, society and environment, a company actively assumes social responsibilities. It not only pursues the interests of the company, but also cares about the protection of the earth's environment and the sustainable development of the whole society.

According to David Eck's management of brand equity, the brand can be managed from five dimensions: brand awareness, brand reputation, brand association, brand quality perception and brand patent exclusive.With brand equity thinking, you can leverage your brand no matter how complex your business is.No matter how complex your products and business are, you can always find brand communication slogan compatible with the mind of target customers. If your enterprise is big enough, you can use more grand communication slogan to communicate with customers. For example, GE uses the communication slogan of "dream starts the future".Enterprises through the external brand image (VI design) and internal brand image (reputation) in order to better create a good brand image.