The Evolution Path of Marketing Theory in Salomon’s Brand Strategy From Function-Oriented to Culture-Breaking

This paper takes the Salomon brand as a case study to systematically explore the evolution path of its brand strategy from function-oriented to cultural breakthrough marketing theory. Through literature review and case analysis, it is revealed that the function-oriented marketing theory takes technological innovation and product performance as the core, laying the foundation for Salomon's early market competitive advantage; the cultural-oriented marketing theory promotes the transformation of the brand to a lifestyle by integrating social culture and connecting with consumer emotions; the brand strategy transformation framework integrates the two and guides Salomon to achieve market expansion through cross-border cooperation and community building. The study shows that Salomon's strategic evolution from technology-driven to cultural narrative not only conforms to the transformation of consumer demand from functionality to emotion, but also reflects the dynamic development of marketing theory from resource-based to consumer culture theory. Its success provides practical inspiration for the strategic transformation of outdoor sports brands in the global market, but it is necessary to be vigilant about the challenge of balancing cultural adaptation and brand consistency. In the future, Salomon can optimize its cultural strategy through digital tools to continuously improve its market competitiveness.