Digital Technology Empowering Brand Management Based on Big Data Research

The purpose of brand positioning is inseparable from brand communication. If the brand image of enterprise design is not conveyed to consumers, or consumers do not agree with the image of enterprise design, it proves that this brand positioning is a failure. This paper attempts to further study the brand management of digital technology empowerment based on big data. Among the two variables at the government level, the maximum value of each variable measurement item is no more than 7, and the minimum value is 1, and the option values are widely distributed. Judging from the average value of the variable measurement items, it is mainly concentrated in the range of 4.44-5.62, indicating that the respondents have a high degree of recognition of each item. According to the characteristics of consumers' consumption psychology, the attributes of products are designed to strengthen consumers' understanding of brands. Successful brand positioning can attract a large number of consumers and improve their loyalty, which is the key to the survival and sustainable development of enterprises. Therefore, how to adapt to the trend of the times, use big data and digital technology to improve the efficiency of corporate brand communication.