品牌传播是整个品牌战略的重要组成部分,也是从企业策划达到消费者认同的唯一途径,而整合营销传播理论为品牌传播开辟了一条崭新的道路。美国西北大学教授唐·舒尔茨是该理论的创始人,他认为整合营销传播是一种适应于所有企业信息传播及内部沟通的管理体制,而这种传播与沟通就是尽可能与其潜在的客户和其他一些公共群体(如员工、媒介、立法者 Brand communication is an important part of the whole brand strategy and also the only way to reach consumers’ recognition from enterprise planning. Integrated marketing communication theory opens up a brand-new road for brand communication. Northwestern University professor Don Schultz is the founder of the theory, he believes that integrated marketing communication is a management system adapted to all corporate information dissemination and internal communication, and this communication and communication is as much as possible with its potential customers And other public groups (such as employees, the media, legislators