Author(s)

Xueying Peng, Lin Li

Corresponding Author

Lin Li

Abstract

In the context of the digital age, the optimization and practice of brand communication strategies have become increasingly important. This article delves into brand communication strategies from the perspective of digital marketing communication, with a focus on analyzing how to enhance brand influence through strategy optimization in fierce market competition. The article emphasizes the fundamental role of clarifying brand positioning and audience analysis, and further explores key strategies such as innovation in content marketing, multi-channel integrated communication, and enhancing interaction and participation. Finally, the article focuses on the practical application of enterprise brand communication optimization strategies, including building a clear brand image, precise content marketing, fully utilizing social media platforms, integrating online and offline activities, establishing customer relationship management systems, and continuous innovation and iteration. These strategies aim to help businesses more effectively communicate brand value, enhance connectivity with consumers, and stand out in the increasingly complex market environment, achieving long-term stable development of the brand.

Keywords

Digital marketing; Brand communication; Market environment