Author(s)

Wang Li

Corresponding Author

Wang Li

ABSTRACT

With the development and maturity of the market economy, China's market competition has become increasingly fierce, and the brand has become a powerful and powerful tool for enterprises to enhance their own market competitiveness. A well-known and reputable brand can not only increase the appeal of products to consumers, but also help to stand out from the numerous products on the market, increase consumer loyalty to products, and drive a wider range of potential consumer groups. The rapid development of new media technologies in the current era, high coverage, and huge increments has gradually shown their great power in communication. It divides the audience's attention with an infinite number of communication themes and massive content. It lowers the threshold for communication and breaks down and complicates the simplicity of the traditional media environment. Then you need to establish independent brands, cultivate and manage brands, promote product sales, increase market share, and gain a dominant position in market competition. Therefore, studying brand communication is of great significance to the development of enterprises.

KEYWORDS

Brand Communication, Problem Exploration, New Media Era, Marketing Strategy