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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

Research on the Influence of Brand Marketing on Brand Relationship Quality Based on Brand Strategy

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DOI: 10.25236/edbm.2020.030


Pengpeng Feng

Corresponding Author

Pengpeng Feng


With the rapid development of economy, the competition in the market is becoming more and more fierce. With the development of science and technology, the life cycle of products is shortening day by day, and the demands of consumers are changing rapidly. With the arrival of the era of experience economy, consumer demand is constantly changing. Changes in consumer culture have prompted enterprises to shift their production and research and development from product-centered to customer-centered, making full use of existing resources and paying attention to consumer demand. Consumers' lifestyles and consumption patterns are changing and they are more inclined to develop themselves. Consumers are increasingly pursuing fashion and image, hoping that products and brands can show their own personality. Under the current global economic background, enterprises are facing a rapidly changing business environment. If they want to grasp the opportunities and meet the challenges, they must change the original marketing mode and actively seek and develop innovative marketing means. Based on the perspective of brand strategy, this paper analyzes the impact of brand marketing on the quality of brand relationship.


Brand strategy, Brand marketing, Marketing model