Problems and Countermeasures of Enterprise Brand Marketing in the New Media Environment

With the continuous advancement of information technology, market competition has become increasingly intense. For enterprises, adhering strictly to traditional marketing models is unlikely to yield the desired results. Therefore, it is crucial for companies to focus on the application of new media, update their marketing strategies, and develop marketing models that align with their development needs. A brand can reflect a company's image to a certain extent, and an appropriate marketing plan can help build a positive image. This paper briefly introduces the impact of the new media environment on brand marketing, analyzes the problems existing in brand marketing of various enterprises under this environment, and proposes targeted countermeasures based on the demands of social development and the characteristics of enterprises. It provides theoretical support for conducting brand marketing in the new media context.