Modern Economics & Management Forum

With the advent of the new media era, enterprise brand management is facing unprecedented opportunities and challenges. New media not only brings positive influence to enterprise brand management, such as reducing management cost, optimizing management effect and enhancing the interaction between brand and consumer, but also has resistance such as weak marketing concept, limited marketing channel and single marketing content. This paper deeply discusses the marketing strategies of brand management in the new media era, aiming to help enterprises better respond to the challenges of the new media era by innovating marketing concepts, expanding marketing channels and enriching marketing content, so as to improve the effect of brand management and market competitiveness.