The new consumption trend reshapes the market structure and consumer behavior paradigm, and the traditional brand marketing theory faces the challenge of insufficient explanatory power. The purpose of this study is to build a theoretical framework for brand strategy upgrading to adapt to the new environment, which is free from the limitations of specific cases and empirical data and focuses on logical deduction and model deduction. By analyzing the logical evolution behind consumption changes, the theoretical paradigm of brand strategy is reconstructed, and the inevitability of changing from transaction-oriented to relationship-oriented is clarified. This paper further analyzes the interactive mechanism of value co-creation, puts forward a multi-dimensional model including transaction, emotion and social level, and discusses the sustainable development path of ecological synergy. The research shows that brands need to upgrade their strategies through dynamic positioning, content reorganization and omni-channel collaboration. Finally, this study establishes the theoretical support of brand long-term, and points out that ecological synergy and organizational agility are the key to deal with uncertainty. This theoretical system enriches the connotation of brand management discipline.

Jiashu Zheng. Research on Brand Marketing Strategy Upgrade and Practice under the New Consumption Trend. Academic Journal of Business & Management (2026), Vol. 8, Issue 4: 122-126. https://doi.org/10.25236/AJBM.2026.080416.

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