品牌营销的形象理论包括象征性利益、功能性利益、体验性利益，品牌形象不仅

The image theory of brand marketing includes symbolic benefits, functional benefits, and experiential benefits. Brand image not only has functional attributes, but also symbolic and emotional attributes. Brand marketing theory points out that in order to build brand image, companies must not only pay attention to the function, style, packaging, etc. of the brand, but also dig out the intangible image of the brand. The intangible image of a brand is the sublimation of brand positioning. It reflects the inherent needs of brand positioning and is a personalized expression of brand marketing. It plays an important role in building brand awareness in consumers' hearts. The positioning of brand products is to create a distinctive and personalized brand product, guide consumers' sales awareness and direction, and meet the emotional needs of consumption. When consumers are faced with many branded products, whether the needs of consumers are consistent with the positioning of branded products has become the main factor in consumer choice. No matter what positioning method is adopted, companies must always be guided by consumer needs, grasp consumer needs, fully investigate consumer psychological changes, find common ground between the business and consumers, and promote the sales of branded products.

The image theory of brand marketing includes symbolic interest, functional interest and exper experience benefit, and brand image not only has functional attribute, but also has symbolic attribute and emotional attribute. Brand marketing theory points out that enterprises should not only attach importance to the function, style and packaging of the brand, but also excavate the intangible image of the brand. The intangible image of the brand is the sublimation of brand positioning, it reflects the internal demand of brand positioning, is the personalized performance of brand marketing, it plays an important role in establishing brand awareness in the hearts of consumers. Brand product positioning is to shape a distinct personalized brand products, guide consumers' sales awareness and direction, to meet the emotional needs of consumption. When consumers face many brand products, whether consumer demand and brand product positioning is consistent has become the main factor of consumer choice. No matter what kind of positioning method is adopted, enterprises should always be consumer demand-oriented, grasp the needs of consumers, fully investigate the psychological changes of consumers, find commonality between enterprises and consumers, and promote the sale of branded products.

The image theory of brand marketing includes symbolic interests, functional interests and experiential interests. Brand image has not only functional attributes, but also symbolic attributes and emotional attributes. Brand marketing theory points out that enterprises should not only pay attention to the function, style and packaging of the brand, but also tap the intangible image of the brand. The intangible image of a brand is the sublimation of brand positioning. It reflects the internal needs of brand positioning and is the personalized performance of brand marketing. It plays an important role in building brand awareness in the hearts of consumers. The positioning of brand products is to create a distinctive personalized brand products, guide consumers' sales awareness and direction, and meet the emotional needs of consumers. When consumers are faced with many brand products, whether the demand of consumers is consistent with the positioning of brand products becomes the main factor for consumers to choose. No matter what kind of positioning method is adopted, enterprises should always be guided by the needs of consumers, grasp the needs of consumers, fully investigate the psychological changes of consumers, find common ground between enterprises and consumers, and promote the sales of brand products.<br>