With the rapid development of the market economy, market competition is becoming increasingly fierce, and the speed of media communication is also developing rapidly. In order to meet the needs of economic development, many marketing theories have emerged. These marketing theories have gone through the development process from "4P" theory to "4C" theory and then to integrated marketing communication theory. Brand is a very important concept in integrated marketing communication theory. But what exactly is a brand? Brand seems to be just an abstract concept, but in market competition, due to the existence of homogeneity, differentiation through the characteristics of the product itself has almost no value.

At the same time, in the hearts and consumption behavior of consumers, the dominance of pure product use value over customers has gradually been replaced by sensory factors. Usually when consumers make a choice, the first thing they pursue is a highly sensitive product attribute, which is mostly implied by the brand. There are still different opinions on the concept of brand. However, branding definitely means more than just products and trademarks. A brand should be an intangible asset that brings premiums and added value to the owner. Its carrier is a name, term, symbol, mark or design and its combination that is used to distinguish the products or services of other competitors. The source comes from the impression formed in the minds of consumers about its carrier.

To clarify the relationship between brands and consumers, we must first clarify several concepts. The first is the concept of brand identity. In the past, brand identity was often narrowly defined. Many people often simply equated brand identity with brand image or brand positioning, even if they did not simply compare the brand with the product or trademark. In fact, brand image represents how people view the brand. Brand positioning is just that part of the brand characteristics that is often promoted to consumers. As for brand identity, it is how the brand manager hopes that customers and even society will view the brand. Therefore, a brand is not just a product or a trademark, it also represents a culture and is a comprehensive reflection of related products, people, companies, and symbols.

Brand identity includes four completely different important concepts, namely, brand is product, brand is enterprise, brand is person, and brand is symbol. These four different concepts cover almost every aspect related to the brand. Although they are different, their purposes are very consistent. They not only make the brand clearer, richer and distinctive, but also help the brand to completely establish a relationship with the brand. Close connections with customers, stakeholders and even society as a whole.

The second is the concept of brand image. At present, more and more attention has been paid to issues such as the transnational dissemination of brand image, the resulting asset value gains, and effective management. Brand image is mainly affected by the following three aspects: first, the image of the product or service provider; second, the image of product users; third, the image of the product and service itself.

The relationship between brands and consumers must form their own core competitiveness in product innovation and brand marketing, establish a good brand image, gain brand recognition from consumers, and build brand-centered integrated marketing. Communication system, maintaining brand assets, focusing on the optimization of brand value and the integration of brand resources, so as to establish a stable consumption relationship with consumers.