目 录摘要......................................................1Abstract..................................................2前言......................................................3一、公共关系概述..........................................3（一）公共关系的定义......................................................................3（二）公共关系要素.........................................................................3（三）公关的原则与职能..................................................................4二、品牌形象概述..........................................5（一）品牌的概念............................................................................5（二）品牌形象的概念......................................................................5（三）塑造良好品牌形象的意义.........................................................5三、公关在品牌形象塑造中的作用............................6（一）品牌定位离不开公关策划.........................................................6（二）品牌塑造离不开公关传播.........................................................7（三）品牌维护离不开公关手段.........................................................7四、“加多宝”品牌形象塑造中公关的运用....................7（一）运用公共关系调查法，定位“加多宝”品牌................................8（二）利用多种公关策略，推广“加多宝”品牌形象............................9结语.....................................................12参考文献.................................................131致谢.....................................................14摘要在竞争激烈的市场上，塑造品牌形象是关键。良好的品牌形象是企业的无形资产，是企业有力的竞争武器。营销大师阿尔.里斯断言，广告是品牌维护，公关是品牌塑造，公关是真正将品牌铺向人们心中之路。本文以“加多宝”的品牌形象塑造为例，通过对加多宝集团品牌塑造的分析，从公关的角度论述企业如何利用公关塑造品牌形象。关键词：公关；品牌形象；加多宝2AbstractIn the competitive market,building brand image is the key.A good brand image is an enterprise...
