Emotional marketing, as an important means and means of current enterprise marketing, plays an important role in brand marketing. Through emotional transmission, it enables consumers to feel the emotion and value of the brand. Not only that, but also tries to generate emotional resonance with consumers, so as to better enter the heart of consumers and truly achieve emotional and psychological satisfaction of consumers. However, Improper use of emotional marketing will still have a negative impact on the brand, which is what the brand does not want to see in the marketing process. Therefore, this monograph believes that in the new media environment or the Internet environment, brand marketing should grasp the degree of emotional marketing, and realize the brand influence from the details, such as copywriting, message board and other Internet community construction, and give full consideration to consumption Only in this way can we better play the elements of emotional marketing, realize the organic integration of emotional elements and the brand, so that the brand and consumers have emotional exchange and communication in the virtual community, which is conducive to achieving the purpose of brand marketing.

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