The best way to conference proceedings by Francis Academic Press

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

Research on the Impact of Brand Marketing on the Quality of Brand Relations Based on Brand Strategy

Download as PDF

DOI: 10.25236/icetem.2019.067


Liang Pingou, Liu Qiang

Corresponding Author

Liang Pingou


Brand relationship and brand recognition have a certain degree of connection through the theory of brand equity. At the same time, with the advent of the experience economy era, consumer demand is constantly changing. The change of consumer culture promotes the transformation of production and R&D from product-centered to customer-centered. We should not only make full use of existing resources, but also pay attention to consumer needs. In the current global economic background, enterprises are faced with a rapidly changing business environment. Enterprises trying to seize opportunities and respond to challenges must change their original marketing models and actively seek and develop innovative marketing tools. Compared with the brand paradigm theory of cognitive paradigm, brand relationship theory holds that the connection between consumers and brands determines the differentiation effect of brands and not only the attitude of consumers towards brands. Based on the perspective of brand strategy, this paper analyzes the impact of brand marketing on brand quality.


Brand, Consumption, Strategy, Marketing