Research on Innovative Paths of Brand Marketing in the New Consumption Era from the Perspective of Brand Touchpoints

Abstract

The purpose of this paper is to explore the innovative path of brand marketing in the new consumption era, and to analyze and look forward to its future development trend. Firstly, through literature review, this paper summarizes the characteristics and trends of the new consumption era, the concept and significance of brand touch points, and the challenges and opportunities faced by brand marketing in this context. Secondly, the paper classifies and characterizes brand touch points, and focuses on the analysis of consumers' brand touch preferences and their influence on consumer decision making in the new consumption era. Then, the innovation path in brand marketing is discussed, including innovation strategies based on digital technology, social media, cross-border cooperation and user generated content. Finally, combining the influence of intelligent technology, consumer behavior change and new technology and new media on brand touch points, the paper makes an in-depth analysis of the future development trend of brand marketing in the new consumption era, and puts forward corresponding conclusions and suggestions. The purpose of this study is to provide effective guidance for brand marketers to meet the challenges of the new consumption era and achieve sustained brand growth and development.