Analysis of Brand Concept Marketing Strategy Based on CustomerValue Realization—Take Jellycat as an Example

Abstract

In the era of all kinds of Netflix products, the brand’s marketing strategy is the focus of today’s research, and the researchers found that Jellycat is expensive but can always maintain a high level of heat in the whole industry. The reason for the success of its internal marketing strategy is worth an in-depth study of the subject in order to understand the brand communication and customer value of the association. However, there is still a lack of more detailed explanation and cognition about the brand concept marketing strategy, so this study can further promote marketing psychology-related research and also help major brands to further improve customer value, with theoretical significance and practical significance. Therefore, this paper investigates the conceptual connotation, target group, and experiential feedback of the Jellycat brand through the literature research method and questionnaire survey method. In this paper, the target customer group and the reason why the concept attracts the target group through relevant research reports. Besides, this paper, through the questionnaire survey, randomly selected netizens to ask a series of questions about the Jellycat brand in order to investigate the marketing and effectiveness of the Jellycat brand concept. Finally, the study found that the Jellycat brand concept effectively locks the target group, and its unique marketing strategy also promotes its concept deep into the hearts of customers, which helps to realize its customer value.