Research On Brand Communication Strategies and Packaging Design in The Era of New Media: A Case Study of Luckin Coffee
DOI:
https://doi.org/10.54097/2713zq96Keywords:
New media era; brand communication; communication strategy; packaging design.Abstract
Based on the new characteristics of media and consumers in the era of new media, this paper summarizes the communication strategies of brands in the new media era, proposes considerations for brand packaging design, and demonstrates them with the example of Luckin Coffee. In the era of new media, the omnipotence of media and the initiative of consumers have a significant impact on brand communication. Enterprises should actively adapt to the trends of the times, establish brand communication strategies, and carry out packaging design.
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