Research on Brand Emotional Communication Marketing Strategy

With the rapid development of the economy and the improvement of people's quality of life, consumers' choice of products is more diversified, their attention has shifted from the rational level to the emotional level, and they pay more attention to the emotional value behind the products, which makes many brand marketing methods continue to innovate and change, among which the most common is emotional marketing. This paper takes BaiXiang as an example, studies the strategies of brand emotional marketing through three specific emotional marketing cases, and provides methods and strategies for subsequent brand emotional marketing.