Research on brand management mode in the new media environment based on
Hui Wang
Communication University of China, Nanjing
Haiying Liang
Communication University of China, Nanjing
DOI: https://doi.org/10.59429/bam.v7i3.11335
Keywords: internet; new media; brand management; innovation strategy; theoretical framework
Abstract
With the continuous advancement of the "Internet" strategy and the rapid development of new media technology, the brand management model is undergoing profound changes. In the context of the integration of the "Internet" and the new media environment, this paper analyzes the innovative strategies of brand management in communication, interaction and image building, and analyzes the theoretical framework, evaluation methods and organizational process optimization path of brand management, aiming to provide theoretical reference and practical guidance for modern enterprises to build a brand management system that fits the digital environment.
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