Author(s)

Yafei Zhang ¹

Affiliation(s)

¹ Department of International Studies, Yinchuan No.2 High School, Yinchuan, 750000, China

Corresponding Author

Yafei Zhang

ABSTRACT

With the deep penetration of the digital economy, digital technologies such as AI, big data, and the Internet of Things are reshaping the market competition landscape and consumer behavior logic. Traditional brand value systems and static market positioning models are facing the challenge of cognitive fragmentation. Brand value reshaping and market positioning innovation have become important propositions for enterprises to achieve sustainable development. Based on the underlying logic of digital technology empowerment, this paper expounds the principles that brand value reshaping and market positioning innovation should follow under digital empowerment, such as the user-oriented principle, the collaborative adaptation principle, etc., and then proposes several measures, mainly including relying on digital technology to reshape the core value core of the brand, optimize the digital communication path to achieve efficient brand value transmission, Further, it aims to provide theoretical references and practical guidance for various brands to break through development bottlenecks and reconstruct differentiated competitive advantages by relying on digital technology, and help brands achieve value upgrading in the digital wave.

KEYWORDS

Digital empowerment; Brand repositioning; Market positioning innovation

CITE THIS PAPER

Yafei Zhang. Brand value reshaping and market positioning innovation empowered by digital technology. Accounting and Corporate Management (2026). Vol. 8, No. 1, 42-47. DOI: http://dx.doi.org/10.23977/acccm.2026.080106.

REFERENCES

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[3] Lu Yi. Research on Market Positioning and Brand Promotion Strategies of Electronic Information Enterprises under the Network Marketing Model [J]. Consumption and Brand Communication,2025,(16):114-118.
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