The Practice and Development of Consumer Psychology Principles in Brand Marketing Strategies: A Case Study Based on Stanley and Lululemon

Abstract

Under the background of the Internet economy, people’s consumer orientation and behavior have begun to change, and how to develop an effective marketing strategy has become a hot issue of concern to the brand. This paper explores the role of consumer psychology principles in brand marketing from the psychology perspective. This paper will mainly use the combination of theory and literature review and practical case study research method by analyzing the recent hot trend Stanley insulation cup and Lululemon and other brand examples to dismantle the psychological principles and the corresponding marketing steps. Based on this, we propose some development suggestions on how brands can use more effective marketing. For consumers, whether a brand can trigger followership and herd consumption, effective emotional marketing based on the same values is a key step in stimulating the consumption behavior of potential user groups and subsequently strengthening consumer adhesion.