Research on the Application of Computer and Information Technology in Brand Management

Abstract

The application of computer and information technology represented by AI and big data in consumer insights, brand touch points, customer relationship and other fields, has brought changes in terms of accuracy, personality, experiences and efficiency to the brand management of enterprises. This application process also helps enterprises to obtain more scientific brand management decisions, and also brought better brand experiences to consumers. In the future, the role of computer and information technology in brand management will become more and more important. For the next step, the application of computer and information technology in brand management should focus on the direction of improving empathy, experience and efficiency, in order to use the power of technology to let enterprises create greater brand's value.