Study on a Science Communication Integration Model Based on Brand Equity Theory

Science communication is an important task for Scientific Institutions(NSI) to publicize scientific and technological achievements, promote scientific spirit, and shape innovative culture. This article combines the brand equity theory with the characteristics of the intangible assets of research institutes and expounds the concept and connotation of the brand assets of NSI. It takes the classical model of communication theory as the theoretical basis, makes an in-depth analysis of working practice in science communication of NSI and establishes a Science Communication Integration Model(SCIM) embedding the brand equity model. The model systematically describes the function mechanism that after the processing of communication materials the communication content forms the brand image of NSI in the public’ s mind and further stably influences the behavior of audiences. We apply the SCIM to explain the case of the 500 meters spherical radio telescope (FAST). Finally, it explains the guiding significance of the science communication integration model to the science communication practice.