随着经济全球化的深入发展,品牌竞争已成为全球企业关注的重点,品牌发展的专业化、国际化、系统化成为企业发展的重要基石。随着消费者消费需求、消费行为、消费情感的变化,基于美学视角的品牌经营策略,得到企业的特别关注。本文对品牌美学的相关概念进行探讨,指出其在营销中的作用,并提出几点建议,以期为相关人员提供参考。 With the further development of economic globalization, brand competition has become the focus of global companies. The professionalization, internationalization and systematization of brand development have become important cornerstones for the development of enterprises. With the consumer demand, consumer behavior, consumer sentiment changes, based on aesthetic perspective of brand management strategy, get the special attention of enterprises. This article discusses the related concepts of brand aesthetics, points out its role in marketing and puts forward some suggestions in order to provide references for relevant personnel.